Loreen Hinz

1

Your creations are always striking for the strength of the images and a certain Dadaist spirit, which overturns the meaning of things: is this what made you appreciated by magazines such as Vogue, Harper’s Bazaar and Vanity Fair?

«First, I have to say I started totally different. I started doing modelling pictures and I had nothing to do with still life or something like that. But then 2020 came and everything changed in the world. This was the best I could imagine because this brought me to still life and I never thought that this would be such a passion. And I explored that I really love working with objects because in my little heart I am an artist and if I would ever have the patience, I would be a painter. Instead of oil colour or pencils, I use my camera and my settings which are built often by my own to create my own paintings. I try to produce the unexpected».

2

How do you manage to combine the love for Renaissance painters, or poetic themes such as the body and its transformations, with the communication of a product?

«I have to say in the former part of my life, I studied economics and marketing, and I worked several years in a big advertising agency here in Germany and in the art buying department and I also worked several times as creative director in my own shooting. So, I know these businesses in all aspects and because I know these marketing hard facts that you must generate attention first, that you have to be unique and that you have to catch the viewer’s eye. So, I always have these in mind and so it makes easier for me to combine these marketing hard facts with my aesthetic point of view. I do not see objects as they are, I treat them like my models».

“I do not see objects as they are, I treat them like my models”
3

It is impossible not to ask an artist who works with the eyes: what is the heart of the aesthetic and spiritual vision that guides your work, and which was also triggered in this project to create these shots for Marcolin?

«The starting point for this project for Marcolin was a discussion about the presentation of the human being and times of augmented reality and AI and how we could ensure the human presentation if even the artificial intelligence can copy a human being so perfectly. And so, I started studying the ideas of Constructivism and also Art Nouveau in the beginning of the 20th century, because these movements were also like an answer on the technical project in that times because we all have this collective memory of forms and pictures. And this was very interesting working with and using the body parts and head and combining them with the glasses».

Born in Oasi Zegna

Oasi Zegna

Oasi Zegna is a natural reserve that covers an area of 100 km² in the Biella Alps, in Piedmont, Northern Italy. At the beginning of the last century, Ermenegildo Zegna undertook a vast reforestation program in the mountainous area surrounding his wool mill and, for the first time, connected the two sides of the mountain through the construction of the 232 Road. The reforestation and local community development project that gave rise to Oasi Zegna now boasts over 500,000 trees and promotes cohesion and harmony between humans, industry and nature.

ZEGNA’s Founder

The founder’s vision has been nurtured by successive generations, who continue to preserve Oasi Zegna as a unique model of social and environmental awareness. The 232 Road, symbolises the union between the past and the future, is now the distinctive Brand Mark of every Zegna garment, paying tribute to the values and ideas that have guided the brand. Ermenegildo Zegna transformed ideas into a commitment to producing the world’s finest fabrics – creating a forest, road and communities in the process. The Founder always prioritised quality over quantity with this approach present across the brand’s ready-to-wear and runway collections.

Quality Craftsmanship

The brand’s enduring dedication to craftsmanship is strikingly evident in the ZEGNA Eyewear collection, which draws from the brand’s origins in Oasi Zegna. The collection—which features styles like Aurora, meaning ‘sunrise’ and Orizzonte, meaning ‘horizon’—is inspired by the panoramic Alpine views afforded by the brand’s unique natural territory.

Rendered in a carefully curation of lightweight metals and glossy acetates, ZEGNA Eyewear is at once timeless and contemporary, making the selection of sunglasses and opticals ideal for everyday wear. Featuring a variety of stylish silhouettes, the collection is designed to perfectly complement ZEGNA’s luxurious wardrobe offering, which is crafted from sophisticated materials including Oasi Cashmere and Oasi Lino.

Born in Oasi Zegna: the book

ZEGNA is set to launch their new ‘Born in Oasi Zegna’ Book at this year’s edition of Milan Design Week. Told over the course of four beautifully printed chapters, Born in Oasi Zegna is a striking homage to the pioneering Founder of the world’s leading luxury menswear brand.

Made in Italy Day on April 15: Save the date!

A Symbolic Date

Upon request from Altagamma – that Marcolin joined this year – and the National Chamber for Italian Fashion, the first “National Made in Italy Day” will kick off on April 15th, a special occasion to celebrate Italian creativity and excellence. The date was not chosen by chance, it is a tribute to Leonardo da Vinci, who was born on April 15th, 1452: a genius, a scientist, an inventor and an artist who embodied the “universal talent” celebrated in the Renaissance, thus becoming a universal symbol of Italian creativity worldwide.

“The perfect occasion to find out the many interesting training and work opportunities”

Attention to Young People

A variety of initiatives will be held on Made in Italy Day: a roundtable, live experiences at companies and networking events with schools and universities.  The perfect occasion for young people to find out the many interesting training and work opportunities offered by the Italian high-end industry, which plays a key role in the country’s economy, employing almost 2 million people and representing a sector of excellence that is admired globally. An industry that, in light of future challenges, looks to the younger generations.

An Ever-Evolving World

The day dedicated to our brand identity will also be an occasion for many to find out that Italy is more than just a breathtaking tourist destination (boasting 51 UNESCO heritage sites), it is also a country with a flourishing manufacturing industry. An industry that, in a variety of different sectors – ranging from food to high-tech and mechanics up to design and home interior – brings together passion, culture of beauty and investment in innovation. Three keywords that characterize Made in Italy products and that have always been a part of Marcolin’s DNA, which is one of the major promoters of Made in Italy Day. No vanity or self-celebration then, just another occasion to introduce our excellent manufacturing heritage to the public at large.

The New MCM Collection

A Happy Encounter

As a precious new addition to the Marcolin portfolio, MCM – the luxury travel leather goods and apparel brand established in Munich in 1976 (MCM stands for Modern Creation München) – makes its debut with a new, much-awaited eyewear collection. A range of optical frames and sunglasses that blend together the creativity of the German brand, loved by millennials for its bags, backpacks – which have become a symbol of the brand’s history – and leather accessories characterized by the celebrated monogram, with the technical and innovative heritage that has made the Longarone company recognized globally. The result? A glamorous, casual and versatile eyewear line perfect for travel and city wear and designed for creative minds, nomads and mavericks.

Inspiration

The first MCM Eyewear collection comprises a line of metal and acetate frames that speak a genderless universal language, characterized by a contemporary and functional design, colorful silhouettes and futuristic lines. The perfect choice for digital natives, the brand’s greatest fans who, in terms of apparel and accessories, prefer functional and, most importantly, gender-neutral layered looks.

“The first MCM Eyewear collection speak a genderless universal language”

Details

The frames from the new collection produced by Marcolin feature iconic elements inspired by the world of travel leather goods. Turning into distinctive details, such as metal pins and angular inserts, these elements blend together with a new take on the brand’s signature logos to add the typical ironic and effortless touch of streetwear to these luxury frames: another way to redefine the travel theme according to the vision of digital natives. Available in over 650 MCM stores located in 39 countries, mostly in Asia, the collection will hit optician stores starting October 2024.

Davide Rettore

1

The North American market has always been a valuable indicator of market trends and of how style is evolving. What are the most interesting signs you’re seeing today?

«It is a pleasure for me to answer from our new showroom in New York, a home and a place that welcomes our key North American and international customers, as well as all our partner brands. In the US, after a slowdown, we are continuing to see an establishment in the industry from the customers’ side, through the aggregation of retailers by private equity funds or chain stores. Traditional channels and independent customers increasingly need to offer a tailored experience to their customers and Marcolin, thanks to the new Customer Experience platform, can provide the right solution. Another segment that is growing significantly is the luxury one, where today great attention is being paid to functionality and comfort, and where our acquisition of ic! berlin fits in perfectly, a brand characterized by high design and functional content».

 

2

In a growing sector like the eyewear industry, that today is crowded with many different offers, what are Marcolin’s key strengths?

«We have three key strengths. Firstly, Marcolin combines two apparently different but perfectly related elements: on the one hand, the warm human touch of a working environment where people are the driving force and what really makes a difference; on the other hand the governance, processes, tools and mindset of a true multinational corporation. The combination of these two elements is the key to its global growth. At a time in our industry when luxury brands are concentrated in two opposite poles, Marcolin’s second strength is its great competitiveness both in the luxury and diffusion sectors, which allows it to meet the needs of businesses and customers across all the market segments. Lastly, our third strength is the ability to interpret the various brands’ iconographic stylistic codes and values with a distinctive design and products of superior quality and to introduce new brands into the eyewear industry, as proven by the success enjoyed by TOM FORD and Guess, which have been at Marcolin’s side since day one. That is why I know that the launch of Christian Louboutin will mark another milestone in the history of our company».

“the warm human touch of a working environment where people are the driving force and what really makes a difference”
3

Looking to the future: what are your goals for the next two years?

«To continue to merge the human factor with technology. My future goals and those of my team mostly regard finding the best solutions and platforms for our markets and partners, such as our ever-evolving Customer Experience Platform, M.O.R.E., the integrated Sales Planning process and the new Customer Segmentation & Advanced Analytics project. Many different projects that have one thing in common: to put the customer at the center of everything we do».