At a time when the luxury industry is increasingly driven by image-making and short-term marketing narratives, a handful of brands continue to engage with the world through culture rather than promotion. In 2026, ZEGNA once again reinforces this philosophy through its role as the main sponsor of the Italian Pavilion at La Biennale di Venezia, one of the most influential platforms for contemporary art in the world.
Presented under the title Con te con tutto, the project by Chiara Camoni and curated by Cecilia Canziani moves beyond the notion of art as an object of admiration. Instead, the exhibition explores the relationship between humanity, nature, time, and coexistence through materials, processes, and traces of transformation.
What makes the collaboration particularly compelling is the fact that ZEGNA’s involvement extends far beyond conventional sponsorship. Rather than standing alongside the project, the brand becomes intrinsically woven into the artistic process itself. Soil, ash, and minerals sourced from Oasi Zegna have been incorporated into the sculptures, while yarns from Lanificio Ermenegildo Zegna are embedded within the textile elements of the installation, allowing the boundaries between fashion, craftsmanship, and contemporary art to dissolve naturally.
This perhaps distinguishes ZEGNA from many luxury houses today. Rather than treating art as a visual extension of brand identity, the house has consistently cultivated long-term relationships with artists and curators through ZEGNART, its artistic platform dedicated to cultural projects and creative dialogue. The collaboration with Chiara Camoni and Cecilia Canziani began in 2014 and has gradually evolved into a cultural exchange spanning more than a decade.
In a world increasingly shaped by immediacy, ZEGNA’s perspective feels almost countercultural. The brand speaks of time as an essential element in the creation of value — much like forests require time to regenerate, and craftsmanship demands patience, precision, and care.
Oasi Zegna therefore represents far more than a natural landscape in Italy. It stands as a reflection of the philosophy the brand has upheld since its inception: the belief that industry, nature, and community can evolve together in sustainable harmony. Perhaps this is why ZEGNA’s presence at this year’s Biennale feels less like a corporate sponsorship and more like a meaningful act of cultural participation.
