May 25, 2021
2 minutes
Trussardi names GmbH duo as new creative directors
May 25, 2021
The house of Trussardi has appointed Serhat Işık and Benjamin A. Huseby – the design duo behind Berlin indie brand GmbH - to be its new creative directors in a surprise move.
“The duo will lead the revival of the house under one brand, Trussardi. The creative directors will oversee all aspects of design, image and branding,” the Milan-based house underlined in a release.
Their appointment marks the first major decision by CEO Sebastian Suhl, who was appointed to his position last October.
Serhat Işık and Huseby are best known for their own label, GmbH, which they launched in 2016, with a socially engaged perspective, and an emphasis on inclusivity. The duo plan to continue their own brand GmbH – which is German for limited liability company - alongside their role at Trussardi.
“They bring to the century-old Milanese house a sharp and contemporary creative vision founded in these values. Together with Sebastian Suhl, CEO of Trussardi, the duo will lead the house’s new direction,” added the house.
Their first collection for Trussardi will be Fall Winter 2022.
“Trussardi comes charged with pedigree and enormous untapped potential. We were drawn to the possibility of building a house anew,” said Işık and Huseby.
The 110-year-old house Trussardi is controlled by the QuattroR investment fund which acquired a 60% stake in the brand in 2019.
“Serhat and Benjamin bring a distinctive and powerful vision to Trussardi. The team and I are profoundly excited to embark on this journey with them, in view of bringing a contemporary and responsible lifestyle experience to the market,” added CEO Suhl.
Trussardi was founded by Dante Trussardi in the north Italian city of Bergamo as a glove manufacturer in 1911, and has always retained a tradition of using high-quality leather in its designs. The founder’s grandson Nicola Trussardi grew the brand into a major lifestyle marque in the 1980s, championing the marketing phrase Made in Italy, and brilliantly renovating the elegant Marino alla Scala palace, next door to the famed Milan opera house.
However after his death in a car crash in 1999, Trussardi never quite recovered the energy and élan it enjoyed under Nicola. As the house has gone through a series of designers and fashion directions in the past several years, without finding any truly distinctive design focus.
Perhaps, under the new duo, Trussardi might finally enjoy a renaissance.
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