Zegna takes menswear to Los Angeles as luxury hunts growth beyond Europe

Zegna, the Italian menswear label, staged a major runway show in Los Angeles on Friday, joining a growing exodus of European luxury houses seeking growth outside their home continent. The Business of Fashion reported that the label's move to the US follows similar decisions by Dior, Gucci and Louis Vuitton, all of which have staged major shows in American cities in recent months.

The shift reflects a stark divergence in luxury markets. While European demand remains subdued, the US — and increasingly Asia — has become the focal point for growth-hungry fashion houses. For Zegna, which is based in Trivio, in the Bergamo province of Lombardy, the LA show represents a strategic pivot toward markets where affluent consumers are still spending on high-end menswear.

The move underscores the precarious position of Italian luxury brands. Milan, long the global capital of fashion and design, remains the aspirational centre of the industry. Yet the commercial reality is that European consumers, facing economic uncertainty and inflation, have sharply curtailed spending on luxury goods. American and Asian buyers, by contrast, have proven more resilient.