In the location of Palazzo Trussardi, the first collection of the homonymous brand debuts during Milan Fashion Week with the new creative directors, Benjamin A. Huseby and Serhat Işık. Thus began a new era of rebranding of the historic brand founded in 1911. ” The Trussardi fashion house has been neglected for a long time, like a sleeping beauty for almost a quarter of a century. ” explain Benjamin A. Huseby and Serhat Işık “With this metaphor in mind, we wanted to create a new narrative made up of a set of fantastic fairy tales and real stylistic codes of how people dress on the streets of Milan. This game between fantasy and reality, between the historical and the present, has become the key to giving life to a well-defined Trussardi language. “
A new Identity of the Trussardi brand is the first step towards a new beginning, starting with the iconic greyhound, the symbol of the brand introduced in 1973, reinterpreted in a contemporary and timeless key to give life to the relaunch of the maison.
With a more incisive character, the new Trussardi logo is revisited with harmonic shapes and wider spacing with the aim of creating something new but at the same time faithful to the original.
The logo is inspired by the Trussardi heritage from the 70s to the 90s, The Italian greyhound, chosen as the emblem of the brand over 40 years ago for its unmistakable elegance, now evolves into a circular graphic element, to refer to the ouroboros, a symbol of the eternal, cyclical renewal of life.
Depicted in profile, the greyhound appears in a movement where the characteristic shape of its ear follows the head in a harmonious overall vision.
Benjamin Alexander Huseby and Serhat Isik tell the story of Italian style starting with cult items that make up the daily wardrobe such as the lightweight 100-gram down jacket, in a gathered version. The color palette is classic from black combined with leather, to concrete gray and lots of white.
