INTRODUCING XXX AN UNEXPECTED NEW FRAGRANCE TRIO FROM ERMENEGILDO ZEGNA

I'm going through something of an Ermenegildo Zegna. In a previous article I reviewed the Zegna Essenze Eau de Parfum Golden Myrrh. Now I'm here to tell you about their latest collection Triple Stitch, XXX, a fragrance collection themed around the namesake Italian fashion label, XXX. For the uninitiated, Ermenegildo Zegna also create runway designs that exemplify the boldest expressions of Zegna, centered on the most innovative fabrications and couture techniques.

Now we have a new Eau de Parfum collection that not only pays homage to those collections but establishes a contemporary class of fragrance and expression. Featuring three multidimensional scents—Verdigris, Cyprium, and Charcoal.

On a mission to unrival the fragrance experience, the XXX collection is presented in unique melting glass bottles. Deconstructing a standard, geometric shape, the weighted bottles feature luxurious metalized coloured finishes and matching caps. The two-sided, corner logo placement is inspired by street art. The shipping box-inspired outer cartons are fully recyclable and made from FSC-Certified paperboard.

The bottles are purely design led and it speaks volumes to the adventure and ingenuity of the brand to continue to augment the intrigue for such a product. But there is some feeling below the surface. It's not artifice for artifice sake. Here are some notes on what you can expect from the thee fragrances. 

VERDIGRIS When Cardamom Essential Oil meets an Icy Winter Accord. Verdigris is a woody watery fragrance that reveals its true self through an infallible trail scent of liquid metal, warm spice, Thyme, Violet Leaves and Titanium Accords. Packaged in a green glass bottle.

CYPRIUM When Cedarwood Atlas meets a fiery Lava Accord. Cyprium is a woody chypre fragrance that forges a profound new balance between raw, rugged nature and modern aromatics with wild violet accords, lush herbs and the essence of Copper. Packaged in a copper glass bottle.

CHARCOAL When Saffron meets a mineral Carbon Accord. Charcoal is an amber woody fragrance that imparts a lasting and inspired impression with explosive notes of Black Pepper, Limbanol, Elemi and the essence of Graphite. Packaged in a grey glass bottle. 

THE CAMPAIGN

The integrated global campaign jolts XXX to life with a rallying cry to break the mould and be who you want to be.

In the spotlight are a new generation of diverse, modern men that challenge typical fragrance campaigns: singer, songwriter, and model Gabriel-Kane Day-Lewis, dancer and pianist Demitre Sullivan and model Jordun Love. Each representing a different XXX fragrance, they embody the brand story with organic, electrified movements and inspiring personal stories, captured in an empty booth with walls that shift and respond as their uninhibited energy takes hold.

RETAIL PRICE OF £147 (100 ML / 3.4 FL OZ) AND WILL RETAIL EXCLUSIVELY AT HARRODS AND JOHN LEWIS & PARTNERS.