RTG Consulting Group (RTG), a leading luxury business consultancy group, has worked closely with Ermenegildo Zegna (Zegna) to conceptualize a global holistic campaign #WHATMAKESAMAN to foster a genuine, fearless and global conversation about modern masculinity.

More than just a question, the campaign seeks to inspire a more diverse and inclusive means of being a man; a positive message that seeks to liberate men from the traditional definitions of masculinity and speak their own truth.

As a brand that has been dressing men for over 100 years, for generations, the brand has been focused on making sure that men are looking their absolute best. “Right now, people across the globe – men and women – are talking about what masculinity looks like today, and I think Zegna has to be part of this dialogue,” said Gildo Zegna, Chief Executive of Ermenegildo Zegna Group.

The campaign launched with a series of creative visuals which feature Mahershala Ali, Oscar-winning actor from “Green Book” and “Moonlight” and Nicholas Tse, famous actor, composer and singer, both who embody many shades of masculinity. It also includes a collective of influencers who each express traits or values that are not traditionally perceived as masculine. The campaign is also inviting women to join the conversation. “I’m very much convinced that their point of view and sensitivity can stimulate the debate and help us explore the definition of modern masculinity through its many meanings,” says Zegna.