Nicholas Tse features in Ermenegildo Zegna's global campaign re-evaluating masculinity

Global luxury menswear brand Ermenegildo Zegna's latest global campaign features American actor Mahershala Ali, and Hong Kong singer and entrepreneur Nicholas Tse approaching the idea of modern masculinity.

The brand hopes that the global "#WHATMAKESAMAN" campaign will "foster a genuine, fearless and global conversation about modern masculinity."

“The original idea behind the ‘What Does It Mean To A Man Today’ campaign was driven by the belief that the definition of masculinity is far too narrow – and that we want to inspire a much broader definition on what it actually means,” says Marc Arnold, chief strategy officer of RTG Consulting Group.

The campaign includes a series of creative visuals featuring Ali and Tse, as well as a collective of influencers who each express traits or values that are not traditionally perceived as masculine.

“Right now, people across the globe – men and women – are talking about what masculinity looks like today, and I think the brand has to be part of this dialogue,” said Ermenegildo “Gildo” Zegna, chief executive of the Group.