MILAN — “Addressing the forgotten guy in fashion,” is the ultimate goal of Agnona creative director Simon Holloway, who is relaunching the brand’s men’s division. The label under the Ermenegildo Zegna Group is making a comeback to the men’s arena after a 20-year hiatus with the fall 2020 collection, which will make its debut on the catwalk of the Agnona women’s show in February in Milan.

“Agnona made men’s clothes for many years and then they stopped in 2000 apparently. However, it was really the Eighties and the Nineties were the heyday of the Agnona men’s wear,” said Holloway, who joined the brand in 2015, succeeding former creative director Stefano Pilati. “But looking back, what was interesting was that, much like in women’s wear, it was a collection based on jersey tailoring, knitwear, outerwear, not a tailored suiting collection. We are lucky to start from a place that feels very contemporary.”

According to Holloway, the company realized that there is space in the men’s market for a brand offering luxury collections injected with an effortless, laid- back and sort of timeless spirit.
“There is plenty of stuff which is very traditional and there is plenty of wonderful things made by forward- thinking designers,” he said. “What’s missing is something that feels very masculine, luxurious and has a kind of casual sensibility without being streetwear. Something that you can feel that you are dressed properly. And whether you are wearing a pair of sneakers, or a pair of loafers, or a pair of more rugged boots, the clothes feel appropriate.”