THE fashion house, Ermenegildo Zegna, is going soft. It is focusing attention on its new Soft generation of clothes, created with comfort in mind and constructed using 'light engineering' techniques and new fabrics.
'They are emphasising that this younger line is also one of their major lines,' said brand manager Victor Wong.
'They are concerned that people mistake it for a secondary line.' While the Sartorial line will continue to offer the gentleman look in luxury fabrics, the Soft collection exploits new possibilities in smart casual looks.
'For the young executives they are targeting, it is more than acceptable to wear to work and, to a certain extent, for day time and then to go out in the evening,' Mr Wong said.
The overall trend, even in the business world, is to dress more casually for work.
Besides the now-fashionable three-and four-button jackets, Soft includes a sweater-jacket, which takes the concept of unconstructed jackets a step further.