Ermenegildo Zegna, steered by Stefano Pilati, has debuted its new Global Store at 337 North Rodeo Drive, designed by starchitect (and badass biker dude) Peter Marino. The 5,800 sq ft space is one of three US stores to offer the new ‘Couture’ catwalk collection designed by Pilati, shown for the first time during Milan menswear last June.

“As the home of the entertainment industry, Los Angeles is a city where fashion and design are paramount,” states Ermenegildo Zegna, CEO of the group. There’s a VIP room (obv) as well as modernist furniture by Gio Ponti and Milo Baughman as well as Zegna’s Personalisation Project of made-to-order clothes and accessories.

Zegna Couture’s inaugural campaign, teased above, updates the idea of éminences grises, a term first used in the 17th Century for François Leclerc du Tremblay, the highly influential right-hand man of Cardinal Richelieu, the leading cleric, nobleman and statesman. Shorthand for someone powerful clad in grey, Pilati’s 2014 version does away with buttons on sleeves and makes good use of silk scarves. Think of it as what the Silicon Valley App kids will graduate to wearing as soon as they get that Learjet.

Stefano’s also done a bit of acting, as a sharp-turned-out newsreader on the fictional EZ news channel. First shown at the JF Chen design gallery in Los Angeles, now it’s here. Click play.