Zegna launches Tumblr channel

Social networking site Tumblr is fast becoming an important platform for fashion

labels. The service allows users to post multimedia and other content to a short-form blog, which has everyone from Adidas Originals to Vogue posting its latest news.

Italian label Ermenegildo Zegna announced this week it is launching its first Tumblr channel this month. The project will be in collaboration between Matt Mason and the company's creative director, Stefano Pilati.

Called the gN Project, the channel will see a mix of video and images that take an abstract approach to words and 'ideas' that serve as Mr. Pilati’s inspiration. They are presented via a projection on an empty wall.

It was named gN after the only two letters shared by Zegna Group’s two brands Ermenegildo Zegna Couture and Agnona, which are both lead creatively by Pilati.