Zegna Launches New 'Memorie' Fragrance Collection, Plans LA Fashion Show

The luxury brand is expanding into fragrances and targeting the American market with a strategic move to host its summer 2027 runway show in Los Angeles.

Published on Mar. 5, 2026

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Zegna is making a bold move into the fragrance market with the launch of its 'Memorie' collection, a series of six scents designed to evoke moments from the brand's rich history. The luxury fashion house is also planning to host its summer 2027 runway show in Los Angeles, rather than the traditional Milan Fashion Week, as part of a strategic push into the American market.

Why it matters

Zegna's fragrance launch and decision to showcase in Los Angeles signal a diversification beyond traditional menswear, as the brand seeks to create a more holistic luxury experience for consumers. The move aligns with broader industry trends of brands leveraging storytelling, immersive experiences, and strategic partnerships to connect with audiences.

The details

The 'Memorie' collection, developed over two years, features six fragrances - 'Il Calamaio,' 'Il Lanificio,' 'A Trivero,' 'Il Sottobosco,' 'La Panoramica,' and 'Saga del Piemonte' - each designed to transport the wearer to a specific moment in Zegna's past. The brand has partnered with licensing company Give Back Beauty to oversee the creation, production, and distribution of the fragrances, which retail for $349 for a 100-ml size and $249 for 150-ml refills.

  • The 'Memorie' fragrance collection launched in March 2026.
  • Zegna's summer 2027 runway show is scheduled for June 5, 2027 in Los Angeles.

The players

Alessandro Sartori

Zegna's artistic director, who discussed the brand's fragrance launch and strategic push into the American market.

Give Back Beauty

A licensing partner overseeing the creation, production, and distribution of Zegna's fragrance and cosmetics.

Mads Mikkelsen

The face of Zegna's 'Memorie' fragrance campaign, with a long-standing relationship with the brand.

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What they’re saying

“Fragrance is a dimension that we were missing and which we absolutely needed because the olfactory experience completes the wardrobe, the silhouette and the life of the person we dress.”

— Alessandro Sartori, Zegna's artistic director (newsy-today.com)

What’s next

Zegna plans to open a Salotto Zegna, an invitation-only private club, in New York in 2027 as part of its expansion into the American market.

The takeaway

Zegna's strategic moves into fragrance and its decision to host a runway show in Los Angeles demonstrate the brand's commitment to diversifying beyond traditional menswear, creating immersive experiences, and leveraging storytelling and heritage to connect with a wider audience, particularly in the lucrative American market.