TRUSSARDI My Name EDP 100ml

Overview

About the Brand

Tradition, research and continuous innovation. These are the key concepts that have enabled Trussardi to anticipate styles and trends, and become the biggest Italian lifestyle brand in the world.

The fashion, the design, the restaurant, the café and the countless artistic collaborations are just some of the expressions of the brand’s cosmopolitan, dynamic and strongly contemporary spirit.

The Trussardi Group started out in Bergamo in 1911 as a workshop producing and distributing luxury gloves. The company founded by Dante Trussardi became one of the most successful businesses in the global accessories market, so much so that it was appointed official supplier to the British royal family.

In the ’60s, Nicola Trussardi took traditional leather goods production to another level, combining quality materials with cutting-edge design and research into leatherworking. This kick-started the production of bags, suitcases and home accessories, establishing the first real foundations of what was soon to become the quintessential Italian lifestyle brand.

In 1973, Trussardi was the first fashion house to adopt one symbol to identify all its products: the greyhound, representing agility and dynamism. In 1976, the first Trussardi boutique opened on Via Sant’Andrea in Milan.

The revolution continued in the ’80s. Trussardi launched the ready-to-wear collection and collaborated with some of the most prestigious Italian brands such as Alitalia, Garelli, Agusta and Alfa Romeo, helping to consolidate its reputation as a company synonymous with truly authentic Italian style. The first half of the decade in particular marked a new chapter in the history of the brand and fashion in general. In 1984, Trussardi moved the fashion show for its autumn/winter women’s collection to Piazza del Duomo in Milan, making it the first brand in the world to take fashion away from more “exclusive” locations and open it up to a wider audience by hosting the first fashion shows open to the public.

In 1996, Trussardi alla Scala opened in one of Milan’s iconic locations. It was the first flagship building in the fashion world to house not only a showroom and boutique but also a space dedicated to the café and a restaurant. In 2009, it was further enhanced by a glass terrace area designed by Carlo Ratti Associati, which lay under the first vertical garden in Italy by Patrick Blanc.

Over the years, Trussardi has been able to harmoniously combine fashion and theatre, costume and customs, collaborating with the Piccolo Teatro theatre in Milan and their director Giorgio Strehler. It dressed the cast of Macbeth at the Verona Arena and staged a fashion show at Sforza Castle with the exceptional leadership of Dario Argento.

At Trussardi, innovation never stops. It explodes onto the catwalk and explores other artistic forms of expression like design and entertainment. Over the years, this has translated into numerous cultural initiatives, such as the opening of the Palatrussardi, a new platform for popular concerts and events, which has witnessed countless performances, and the creation of the Nicola Trussardi Foundation for contemporary art.

In the meantime, the Trussardi Group continued its global expansion into the emerging markets in Eastern Europe, Asia and the Middle East, opening new single-brand boutiques in Hong Kong, Moscow and Taiwan, and creating new, innovative store concepts like the T-Store: a unique, modular space to house all the products in the Trussardi world.

Advertising campaigns were also deployed at that time to publicise the Trussardi style all over the world, thanks to collaborations with top international photographers like Richard Avedon, Mario Testino, Michel Comte and Steven Klein.

Research has always been the starting point for each of the Trussardi Group’s products and projects. The legacy of the most refined leatherworking processes combined with continuous research into new clothing and material manufacturing techniques has put the brand at the centre of new design and fashion trends on an international scale.

The Trussardi Group’s creativity has stood the test of time, and been reinvented and updated over the years. When it comes to fashion, design and food, every time Trussardi takes to the stage, it blends the culture and awareness of its history with contemporary vision. The strong tradition that Trussardi has built up over the years has equipped it to offer sensational surprises, swift innovation and small yet daily transformations.