Dubai, UAE – Breaking from tradition, Italian luxury house Zegna unveiled its Spring/Summer 2026 collection not in Milan but against the striking backdrop of Dubai. The showcase, infused with relaxed elegance, blended sharp tailoring with effortless summer aesthetics, featuring checks, stripes, and a warm desert-inspired palette of greens, pinks, and reds.
Marking a first for the brand, the SS26 presentation coincided with the arrival of Zegna’s traveling “Villa Zegna” brand experience in the Emirati metropolis. British musician James Blake set the tone with a live piano performance, signaling a shift from the label’s typically austere style to a more carefree, vacation-ready sensibility.
A Desert Oasis of Style
The collection opened with lightweight, deliberately crumpled fabrics in sandy checks and stripes, styled with undone collars, open chests, and barefoot models carrying sandals. This breezy approach continued with a lush green segment, showcasing linen, silk, and wool in shades of lime, olive, and forest. Structured yet relaxed silhouettes—blousons, two-piece sets, and pleated shorts—featured utilitarian details like safari pockets and deep V-necks.
The finale erupted in a vibrant sunset spectrum, from candy pinks to deep Bordeaux, highlighting Zegna’s playful side. Standout pieces included an oversized pink waffle-knit polo and high-cut dress shorts, catering to a younger, Gen Z-influenced luxury consumer.
Why Dubai?
The choice of location underscores Dubai’s growing importance as a luxury hub. With six stores in the city and a strong Middle Eastern presence, Zegna’s parent company, Ermenegildo Zegna Group—which also owns Thom Browne and Tom Ford Fashion—reported over $700 million in 2024 sales across Europe, the Middle East, and Africa, accounting for 35% of its global revenue.
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