Italian fashion brand Trussardi is undergoing a significant transformation under the leadership of new CEO Sebastian Suhl and creative directors Serhat Işık and Benjamin A. Huseby. The brand, which was acquired by asset management firm QuattroR in 2019, recently unveiled a new logo and image strategy as part of its brand refresh.

The first collection by the new creative team will be showcased during Milan Fashion Week on February 26 at the historic Palazzo Trussardi alla Scala. This iconic venue is currently undergoing renovation work, reflecting Trussardi’s commitment to honoring its heritage while embracing a fresh and modern vision.

Trussardi’s headquarters near Milan’s La Scala opera house will also be renovated to align with the brand’s new identity. This strategic move demonstrates the brand’s commitment to creating a cohesive and immersive brand experience for its customers.

One of the initial steps in Trussardi’s rejuvenation is the introduction of a redesigned logo. While the original lettering is retained, the new logo showcases a more contemporary and well-spaced form. Additionally, Trussardi’s iconic greyhound logo has undergone a complete redesign, taking on a circular shape reminiscent of a uroboros.

Trussardi’s rich history dates back to 1911 when it first started as a glove maker. Over the years, it has evolved into a well-known lifestyle brand. The choice of the greyhound logo in 1973 was a reflection of the brand’s sophisticated sporting allure. Today, Trussardi is leveraging its extensive archives to create new collections that cater to a multi-generational audience.

As part of its brand rejuvenation, Trussardi is putting a strong emphasis on values such as social and environmental responsibility, diversity, and inclusivity. The brand aims to connect with customers who align with these values and are looking for fashion that reflects their beliefs.

In addition to its revamped brand image, Trussardi is also streamlining its distribution network. Currently, the brand operates approximately 60 monobrand stores and 30 franchised stores, in addition to being present in 900 multibrand retailers. Its primary markets are Italy, followed by Russia, East Europe, and China.

Trussardi has a diverse product range, with ready-to-wear accounting for half of its sales. The remaining revenue comes from leather goods, watches, fragrances, and home decoration. This diverse portfolio allows Trussardi to appeal to a wide range of customers and further establish itself as a lifestyle brand.

Overall, Trussardi’s brand refresh marks an exciting new chapter for the iconic Italian fashion house. As the brand evolves and adapts to the changing fashion landscape, it continues to prioritize its heritage, while also embracing a modern and inclusive vision.

Two useful links related to the article:
1. Trussardi Official Website
2. Milan Fashion Week Official Website