For Fall Winter 2026, ZEGNA puts tailoring in the hands of Mads Mikkelsen and gives an old jacket a new destination. The Global Ambassador leads the house’s latest Su Misura campaign, bringing one of his jackets to a tailor to have it altered before passing it on to his son.
The gesture gives the campaign its central idea: a well-made garment can acquire meaning through the people who wear it. Mikkelsen’s jacket is adjusted for another body and another generation, retaining its history while taking on a different shape.
At the centre of ZEGNA’s Su Misura service is precisely this attention to the individual. Garments are adapted according to the wearer’s proportions, preferred silhouette and personal style, with a wide range of options covering fabrics, buttons, linings and finishing details. The process is built around observation and adjustment, down to the smallest changes in a shoulder, lapel or seam.
Three established ZEGNA designs form part of the offering. Trofeo, first introduced in 1965 by the Ermenegildo Zegna Wool Mill, is made from superfine Australian merino wool and has remained part of the house’s textile vocabulary for six decades. Its softness, durability and resilience have made it a longstanding foundation for tailored clothing.
Abito #1 looks further back into the company’s history, drawing from suits worn by founder Ermenegildo Zegna during the 1930s. Made entirely from Australian wool, it was conceived as ZEGNA’s first suit and now serves as one of the references within the Su Misura programme.
The Falcon Jacket takes its name and spirit from Oasi Zegna, the 100-square-kilometre natural territory in the Italian Alps established around the company’s home. Its design draws on the falcon’s ability to see beyond what is immediately in front of it, an attribute particularly admired by the founder. The resulting outerwear combines practical construction with a considered silhouette.
Throughout the campaign, tailoring is presented through the people who give garments their meaning. A jacket is brought in, examined, altered and eventually handed to someone else. The process is precise, yet the reason behind it is deeply personal.
The tailor speaks about the moments when a finished garment can change the way its wearer sees himself: before a proposal, ahead of a speech, or at the beginning of fatherhood. These occasions give clothing a place in a person’s biography, turning measurements, fabric and construction into part of the memory attached to them.
With Mikkelsen at its centre, ZEGNA’s Su Misura campaign makes tailoring a matter of continuity. The garment changes. The person wearing it changes. What remains is the care invested in making it worth keeping.
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Photo: (c) Courtesy of ZEGNA