MILAN— A journey down memory lane inspired Trussardi’s new scent for men.Named Trussardi Riflesso [Reflection], the house’s latest, woody fragrance aims to connect a younger generation of customers to the heritage of the label, which was established in 1911 by Dante Trussardi.“This is a very important launch for us, as it’s the first new fragrance we’ve unveiled in six years,” said the founder’s great-grandson and the group’s chief executive officer Tomaso Trussardi at a cocktail he hosted on Wednesday evening at the brand’s flagship in central Milan.The executive underscored the relevance of having developed a male scent as the men's wear division accounts for 60 to 65 percent of the company’s business.“Of course, we also aim to draw a younger clientele, as our goal is to rejuvenate our target by 10 years,” said Trussardi.To boost the fragrance’s appeal among younger customers, the fashion label tapped German model and influencer André Hamann to front the scent. In the advertising campaign, Hamann, who counts more than one million followers on Instagram, plays a young manager escaping the daily commitments of his office life in order to reconnect with his true self.“We want to address a cultured, busy man who also wants to have fun,” explained Trussardi. According to the ceo, the appointment of Hamann is not only due to his wide pool of followers, but also to the quality of his content.“You can have five million followers and be even more popular, but if your content is not aligned with [our brand’s image,] we are not interested,” said Trussardi. Regarding the choice of tapping an international face instead of an Italian, the executive explained it was more fitting as “over 60 percent of our revenues are coming from abroad.”Chicago-based Mark Segal directed the short clip showing Hamann’s character riding from Milan on a MV Agusta Brutale 800 motorcycle to reach the family villa in the Italian region of Liguria. Here, a flashback of himself as a child playing football and the act of fixing a vintage Austin-Healey sports car reconnect the character with his roots and passions.The short clip will be broadcast on Russian TV starting from this month, while it will hit Italian TV channels in December.[caption id="attachment_11031086" align="aligncenter" width="1024"] Trussardi Riflesso ad campaign.[/caption]Also shot by Segal, the ad images portray Hamann sporting a black leather jacket next to his motorcycle, standing in front of the gates of the Italian villa. According to the company, the images embody the duality of the label, showcasing its heritage and contemporary side.To further enhance the latter, Trussardi said the group is working on improving its digital channels. “We will also develop and promote some dedicated activities for Riflesso, as flankers and limited editions,” he revealed, adding that the house’s fragrances total around 30 million euros in sales, but the goal is to reach 50 million euros in three to five years.Manufactured by licensee Angelini Beauty, Trussardi Riflesso has been in the works for 18 months. Created by Mane nose Véronique Nyberg, it blends fruity top notes of bergamot, pink grapefruit and green apple, while the heart comprises floral essences such as geranium, lavender and violet leaves. Vetiver, Italian leather and Tonka bean complete the juice.The amber eau de toilette comes in a transparent glass bottle designed by the brand’s creative director Gaia Trussardi in partnership with architect and designer Carlo Colombo. The three-dimensional, vertical-striped pattern of the surface recalls the shape of a car radiator, while the metal cap is reminiscent of a steering wheel. The name of the scent stands out on the bottle in a geometric, silver-profiled frame, which also references the world of vintage cars.[caption id="attachment_11031089" align="aligncenter" width="665"] Trussardi Riflesso[/caption]Already available in select perfumeries in Italy, Russia and Germany, Trussardi Riflesso retails at 45 euros, 65 euros and 87 euros for the 30-ml., 50-ml. and 100-ml. formats, respectively. The fragrance will hit shelves in Greece and The Netherlands in upcoming months and debut in the Middle East in January. Rollout in Spain is scheduled for Father’s Day, in March, followed by the launch in Asia. A launch in the U.S. has not been discussed yet.“We expect to register sell-in sales for over 5 million euros in the first year,” said Lluís Plà, who was recently appointed general director of Angelini Beauty. Plà underscored the significant investments made to promote the fragrance, which the company aims “to make our new pillar,” but didn’t disclose specific figures.According to Plà, Trussardi Parfums represents 35 percent of the Angelini Beauty business. The best performing markets for the brand’s scents are Russia, Italy, Germany and Spain.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)