Each week we pick out the most-liked post from the menswear brands we follow on Instagram. This week’s winner was Zegna’s “The Falcon Jacket”, starring the Danish actor Mads Mikkelsen.
8,443 likes · 69 comments · 2m followers
The post
Zegna posted the picture on its @zegna account on 4 October. It shows Mikkelsen in a brown wool field jacket, photographed at the Olivetti headquarters in Ivrea, in the Piedmont region of northern Italy.
The setting was well chosen. Olivetti, the company famous for its typewriters, built some of the most admired modern buildings in Italy, and its old headquarters is a landmark of twentieth-century design. Zegna itself comes from Piedmont too: the company was founded in 1910 in Trivero, in the hills of the same region, and still runs its own wool mill there.
The jacket
A field jacket is a practical, outdoor kind of jacket, originally made for soldiers and country life, with large pockets and a looser fit. In brown wool it becomes something smarter: warm enough for autumn, but relaxed enough to wear over knitwear or a shirt without a tie. It is a good example of the two big themes of the week, brown and soft tailoring, in a single piece.
The most-liked suit
The most-liked suit of the week came from Suitsupply: a light-brown double-breasted suit from its Milano range, which collected 1,271 likes. Again, brown is the common thread.
Why we track it
We look at what people like online because it tells us what customers will ask for next. Right now, the answer is clear: warm colours, softer shapes and clothes that look relaxed without looking scruffy.
