ZEGNA introduces its Su Misura made-to-measure experience through a new Fall Winter 2026 campaign starring Global Ambassador Mads Mikkelsen. Built around the idea of clothing passing between generations, the campaign follows Mikkelsen as he brings one of his jackets to a tailor for alterations before giving it to his son.
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Su Misura represents ZEGNA’s made-to-measure wardrobe, with each garment shaped around the individual who will wear it. A dedicated team adjusts pieces according to the desired silhouette and personal style, offering hundreds of potential alterations alongside choices in textiles, buttons, linings and finishing details.
The Fall Winter 2026 campaign presents that process through the relationship between a tailor, a garment and its wearer. Mikkelsen’s jacket becomes the central object in a story about continuity. The tailor alters it for the next generation, giving an existing piece a new role while preserving its connection to the person who wore it first.
Three established ZEGNA designs sit within the Su Misura offering: Trofeo fabric, Abito #1 and the Falcon Jacket. ZEGNA introduced Trofeo in 1965 through the Ermenegildo Zegna Wool Mill. Made from Australian superfine merino wool, the fabric combines softness with strength and resilience. Sixty years later, it remains part of the house’s textile offering and continues to serve the requirements of tailored clothing.
Abito #1 draws inspiration from suits worn by ZEGNA’s founder during the 1930s. Made from 100 percent Australian wool, the design holds a specific place within the company as its first suit and provides another reference point for the made-to-measure program.
The Falcon Jacket takes its inspiration from Oasi Zegna, the 100-square-kilometer natural territory in the Italian Alps connected to the company’s values. Its concept references the falcon and the bird’s ability to see beyond its immediate surroundings, a quality admired by the founder. The outerwear design balances function with a refined construction.
The campaign uses these pieces to frame Su Misura as a process that begins with the wearer. Tailoring becomes a matter of proportion, adjustment and observation. Small changes to the shoulder, lapel or seam contribute to how a garment sits and how the person wearing it experiences the finished piece.
That attention drives the campaign’s narrative. The tailor reflects on the moments when clients see themselves differently after putting on a finished suit. Proposals, speeches and becoming a father become examples of the important occasions that clothing may accompany throughout a person’s life.
