“A Rose Reborn” film series gives the audience a glimpse into the world of a man, and a story that they can buy into
Italian fashion label Ermenegildo Zegna is inviting fans to tune in to multiple episodes of a film series that showcases the exciting lifestyle of its target consumer.
The “A Rose Reborn” film series follows a young engineer in London pressured to sell his lucrative business to a Chinese billionaire and has a “House of Cards” mixed with soap opera aura to it, in that every exchange is freighted with worry. Interestingly, Zegna manages to demonstrate its fitting services in the film in a way that does not feel contrived.
“A more established narrative takes the focus and places it directly on the consumers’ emotional attachment to the brand story,” said Courtney Scott, lead planner at Huge, New York.
“Instead of just evoking a feeling, which many luxury brands aim to do with video content, this approach gives the audience a glimpse into the world of a man, and a story that they can buy into.
“It becomes less about showcasing how the clothes look on a model and more about illustrating the type of man who wears them and where the clothes will take him.”
The brand will debut the film, in its entirety, at the Busan International Film Festival and the Festival Internazionale del Film di Roma in October, while utilizing social media to promote the series.