Ermenegildo Zegna knows how to make you look like the most stylish person in the room, now they want you to smell just as good with the launch of a collection of new eau de parfums called Triple Stitch.
The new Triple Stitch line consists of three (of course) scents that Ermenegildo Zegna defines as “multidimensional”: Verdigris, a woody-water scent and modern interpretation of the classic fresh aquatic; Cyprium, a chypre that combines cedar wood and violet leaves; and Charcoal, the closest to traditional “masculine” fragrances, an amber woody notes of saffron and elemi.
The Triple Stitch, colloquially visualised as XXX, has become a signature for Zegna’s vision of elegant menswear. A couture for men, built on the structures of tailoring with softer lines that blur the boundary between the two.
The use of this motif for their latest collection of fragrances is fitting for their olfactive direction: all three blur the boundaries of what traditional masculine scents smell like.
The familiar tropes are present – freshness of colognes, sensual woods and even the duskiness of smoke notes.
But soon each one begins to play at their own game, shifting in new directions.
Verdigris becomes almost space-like due to the metallic notes – yes it’s an aquatic, but it’s water from the metal of a cold steel tap or a freshwater stream that’s fed snow from a mountain.
Cyprium transforms the familiar chypre into something fiery and bold with a brilliant lava accord that’s redolent of burning copper.
Charcoal turns to its literal namesake, with a note of graphite adding a surprising darkness to what would traditionally be a warm and familiar scent.
Perfumery, historically, seeks inspiration from nature Zegna’s Triple Stitch collection isn’t interested in replicating it. The impression is one of nature enhanced.
The bottle has also been granted the same genre-breaking treatment.
Yes, it’s what’s inside that matters at the end of the day but there’s no denying that the Italian brand has given as much thought and consideration to the metalised glass that contains it.
A molten effect gives the bottle an asymmetrical appeal, with the logo painted across two sides akin to street art wrapping around the edge of a building.
Even if they didn’t smell intriguingly good – which they do – they’d make for exceptional works of glass sculpture.
Ermenegildo Zegna Triple Stitch eau de parfums are available at select David Jones and online at zegna.com.