Hong Kong star Nicholas Tse has been tapped to star in Zegna's new campaign, entitled #WhatMakesAMan.

A purveyor of timelessly modern clothing to generations of men over the last one hundred and ten years, Zegna has always adopted an ever-evolving mindset. Now the brand seeks to encourage an open conversation around what makes a man today. The brand admits it has no answers to this question, nor any bold statements to make; rather, we seek to pose questions and foster a dialogue.

Zegna’s desire to facilitate this conversation is the major purpose behind our new brand campaign. This campaign is a platform for discussion – and perhaps some provocation.

The campaign recognizes that it takes courage to express a new type of masculinity – a masculinity that is, perhaps, different from the idealized versions of masculinity that have existed for so long. With a deep respect for this courage, Zegna, a brand rooted in tailoring and fine craftsmanship, is also embracing an idea of masculinity that is fluid, sensitive, and unequivocal.