After Dubai and Los Angeles: Zegna will show its next summer collection in Beijing
Zegna is moving its Spring/Summer 2028 show to Beijing. It will take place on 11 June 2027 instead of in Milan as usual. The video shows the last show in Los Angeles.
Photo: Chris Rycroft from Cambridge, Massachusetts, United States / Wikimedia Commons, CC BY 2.0 (cropped and resized)
Video: YouTube · Zegna · youtube.com
Italian fashion house Zegna will present its Spring/Summer 2028 collection in Beijing on 11 June 2027, WWD reported; the exact venue has not been disclosed. The decision was taken together with Italy's fashion chamber to preserve the brand's "strong and enduring bond" with Milan, the company said. The day after the show, Zegna will open a "Villa Zegna" in Beijing for a few days, an invitation-only private club.
Zegna previously staged shows in Dubai (2025) and in Los Angeles in June 2026; the video on Zegna's YouTube channel shows the "La Villeggiatura" show from Los Angeles. China is an early market for the brand, according to WWD: in 1991 Zegna opened a store in Beijing as the first luxury menswear brand with its own retail presence in mainland China. "We fixed the motor and it's performing well after two years of tuning the engine," chairman Gildo Zegna told WWD, referring to China.