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VM choice: Ermenegildo Zegna’s Sumisura needles in Paris

 

Italian tailor Ermenegildo Zegna’s windows have been notably good examples of VM for some time; the current one showcases the Sumisura made to measure, promotion.

With a single image placed in front of a chromed back-lit screen, a perfect example of central focus, a tailored jacket is highlighted by giant sewing needles which encircle and point towards it, just as the spokes of a wheel draw our attention to the hub. The cube-like frame emphasizes the chrome-edged screen and a row of tensioned wires behind the cube add a touch of thread-like complexity.

With ‘made to measure’ – in English – under the chrome frame in needle-style metal, passing customers on Rue Faubourg cannot fail to understand the bespoke promotion. Zegna promotes its bespoke ranges annually around the world, offering personal attention from tailors who visit each city store in rotation.

In a nice touch of detailing the needles vary in size, and are an exact facsimile of the smooth bulge made by the needle’s eye.

To the left of the display a reversed foil text details the bespoke service in a classic italic serif font, underlining the quality of the offer. Most customers, including those from Asia, will read English, which is read from left to right. Zegna customers are therefore likely to be accustomed to looking at windows from left to right, so placing this on the left side of the window will ensure it is seen and read. 

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