Open to New Times by Zignone
COUNTRY-SIDE FREEDOM
Times change, and so does the story. The campaign introducing Zignone’s first fabrics for shirts reinterprets the brand’s positioning, finding a new balance between nature and social life, elegance and comfort.
Since 2017, Bellissimo has been following the evolution of Zignone’s fabric line, always focused on contemporary fits, far from conventional models of elegance. This textile research was renewed again during the pandemic, when the brand first introduced a family of wool fabrics for shirts and other casual garments. The campaign presenting them proved an opportunity to reinterpret and expand Zignone’s story in a moment of deep reflection on personal values and society as a whole.
The photos for the Open to New Times campaign, conceived and produced by Bellissimo, imagine the ideal day of a man seeking a more fulfilling life balance. The concept, inspired by the then-emerging phenomenon of “city quitting,” explores a renewed relationship with nature and a social life that values deeper connections: a different, freer kind of time, yet one that never sacrifices modernity.
Zignone fabrics target a market where conventional distinctions —indoor/outdoor, formal/casual— no longer apply. The goal is to create a refined world that is never elitist, always balanced between opposites: nature and technology, sociability and introspection, independence and engagement, elegance and comfort. From early-morning walks to focused moments at home, the shoot culminates in a lunch with the closest friends. Practicality, comfort, and above all an authentic, effortless style take center stage.
Bellissimo led the art direction for the campaign —photography and social media posts by Federico Masini, filming and editing by The Good Life Studio— bringing the extreme attention the story deserved. The choice of model and the stunning Rantan farmhouse in Valchiusella were decisive in shaping the campaign’s visual world.
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