The article features a conversation between Los Angeles-based artist Sam Falls and Edoardo Zegna, chief marketing, digital and sustainability officer at the Italian luxury menswear brand Zegna, during Miami Art Week. Falls creates works that blend Land Art and plein air photography by leaving materials in natural environments, while Zegna discusses the brand's century-long stewardship of Oasi Zegna, a 100 sq. km forest in the Italian Alps. Zegna has created an invitation-only pop-up space called Villa Zegna in the Design District showcasing Falls's works, and Falls also has pieces at 303 Gallery's stand at Art Basel Miami Beach and in the Ruinart Lounge.
This collaboration matters because it highlights the growing intersection of contemporary art, luxury fashion, and environmental stewardship. Zegna's long-standing commitment to commissioning public art and supporting socially engaged artists through initiatives like the Visible project reflects a broader trend of brands integrating art into their identity beyond mere sponsorship. The dialogue between Falls and Zegna underscores how both art and fashion can use nature and time as central themes to foster deeper connections with audiences, positioning sustainability and cultural engagement as core values in the luxury market.