Ermenegildo Zegna gets big-screen treatment

Luxury fashion houses have long courted artists and photographers to create cutting-edge images for their brands.

But recent years have seen a rise in another kind of collaboration: luxury labels teaming with filmmakers to create mini films that convey the brand's message.

The latest brand to marry fashion with film is Ermenegildo Zegna. The men's luxury brand, now helmed by former YSL designer Stefano Pilati, has enjoyed decades of success in the Chinese market; Zegna was the first luxury men's brand to open a fully owned shop in Beijing in 1991 and now has more than 70 points of sale across the region.

In place of standard campaigns, the collaborations use film stars and directors, and a script with a plot rather than a montage of product shots.

Last year, Dolce & Gabbana hired Martin Scorsese to create a three-minute video for a fragrance campaign. Chanel hired British director Joe Wright to direct two films, one starring Keira Knightley and the other Brad Pitt. And James Franco is the director and star of a short for Gucci sunglasses.

It's no surprise, considering the brand's history in China, that Zegna's recently announced film collaboration has a decidedly Asian flavour.

Directed by Korean filmmaker Park Chan-wook (of Oldboy fame), the film, which will be Chan's first foray in the fashion world, is scripted by Japan's Ayako Fujitani ( Ritual) and Korea's Chung Chung-hoon ( Oldboy). It will star Hong Kong's Daniel Wu and British actor Jack Huston ( American Hustle), who are dressed by Zegna in the film.

Titled A Rose Reborn, the collaborative effort will feature three episodes.

Set in London's financial district, the film "moves away from the concepts of the traditional gentlemen, the traditional rich, the elite and the people in power, to arrive at the concepts for the more evolved, new breed of elite, people in power … the new leaders, and the new gentlemen," says Park.

It's interwoven with Chan's hallmark symbolism, and conceptualised with Zegna designer Pilati's assistance.

In an age when brands demand stories, film is a natural choice. The medium brings the clothes to life, capturing the movement and texture of a garment.

Luxury brands such as Zegna have realised film can capture the essence of their brand and tell a story that can connect with audiences on an emotional level.

The three-part film will be released in September and October on Zegna's website, with the final episode premiering during the closing event of Shanghai Fashion Week on October 22.