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Ermenegildo Zegna partners with Instapoet Alisha Patel

Dubai-based content creator and Instapoet, Alisha Patel (@wordsmithalisha) was recently part of a maiden global social media collaboration with luxury menswear brand Ermenegildo Zegna, that sought to draw poetry into mainstream content marketing.

Patel, who is now focusing on empathy-based brand communications projects with poetry at their heart, believes that lyrical language has the power to transform the way in which individuals and communities engage with brands and creative experiences, alike. Her vision is to increasingly work with international brands to help them leverage subtle, powerful and memorable content in a way that allows for brand recall; poetry has made a comeback in recent times thanks to Instagram, and is now both relatable and deeply rooted in popular culture.

The partnership came about as Ermenegildo Zegna believed that during these difficult moments at home due to COVID19, a collaboration to create something meaningful and inspiring, with a positive message, was important. Patel was drawn to this work by the fact that a luxury menswear behemoth was wildly enthusiastic about the power of empathetic content to embrace change and help break stereotypes around masculinity.

Their work can be found on Zegna’s official global social media channels: Instagram  (@zegnaofficial) Facebook (@zegna) and Twitter (@zegna), and also on @wordsmithalisha”