Trussardi returns in style to the fashion scene, entrusting the brand’s creative direction to Serhat Işik and Benjamin A. Huseby. The two are the founders and creative directors of the German brand GmbH. In the press release issued by the brand, it is stated that the designers will lead Trussardi’s creative life “under a single label,” including design and branding. Therefore, a statement excludes the existence of secondary lines (in its history, the Trussardi brand has had more than one). Another message that emerges clear is the importance of the values of “inclusiveness and social responsibility” that the two will bring to the brand’s new collections. The first collection that the duo will sign for the brand will be the FW22.
Trussardi CEO Sebastian Suhl commented: “Serhat and Benjamin will give Trussardi a solid and distinctive vision. The whole team and I are pleased to embark on this new path with them. The goal is to offer the market a modern and responsible lifestyle experience. “
Serhat Işik and Benjamin A. Huseby created GmbH, a Berlin underground brand, placing values such as the genderlessness of fashion and the vocation for sustainable production at the center of their work. During the SS21 season, the brand further strengthened its commitment to progressive style by screening Lars Laumann’s A Season of Migration to the North. The plot tells the story of gay activist Eddie Esmail, who was arrested after taking part in a fashion show in Sudan and later took refuge in Norway. Their arrival at Trussardi should add a new protagonist to the Milanese luxury scene.
Trussardi is one of the oldest Italian fashion houses, originally born in 1911 as a glove manufacturer. In the 1970s, Nicola Trussardi inherited the family business from his grandfather Dante, leading the brand to success over the next twenty years. The brand operated for five years under the creative direction of Gaia Trussardi, previously working on the secondary lines Trussardi Jeans and Tru Trussardi. The brand was absent from a design director after leaving the role of Gaia in 2018. This led to a slowdown compared to other Italian heritage brands but has retained its prestige thanks to the various initiatives of the family. These include the Milanese restaurant Trussardi alla Scala.
The arrival of Işik and Huseby will serve both to give new life to the brand’s archive and bring it back to light, but also a modern direction, based on clear progressive values and sustainability.
