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On Friday, Ermenegildo Zegna unveiled its new campaign, starring Green Book and Moonlight star Mahershala Ali. The brainchild of creative director Alessandro Sartori and CEO Gildo Zegna, the ‘What does it mean to be a man today’ campaign aims to open up a conversation about masculinity and “the challenges longstanding and the idealised versions” of what that word means. “We believe courage is an essential part of masculinity today,” says the Italian label in a statement. “The courage to shatter conventions, but also the courage to embrace risks, accepting that failure may be the result.” The campaign will appear on the brand’s social media channels this week, as well as in its shop windows – additionally, Ali took part in a conversation with Sartori last week, held in New York.