MILAN — With its clashing architecture and congested traffic, Milan is not a city that leaves everyone smitten, but those who know it appreciate its sobriety and style. The new Trussardi men’s eau de toilette, Trussardi My Land, which hits stores at the end of September, is a love letter to the city, with Tomaso Trussardi as testimonial in a commercial shot by film director Wim Wenders.
Trussardi — son of Nicola Trussardi, who turned his family’s luxury glove-making business into a major fashion player — is chief executive officer for TRS Evolution, the Trussardi Group company that produces the brand’s first and second lines of clothing and accessories.
He agreed to be featured in the commercial only on condition Wenders could direct. “He travels a lot and films different cities, and he understood this is an ode to Milan and to Trussardi.…I’ve lived in Milan for years. I love Milan,” Trussardi said.
Perfumer Alexandra Kosinski of Givaudan created the woodsy, fougère edt, which opens with bergamot and green mandarin. The heart contains lavender, breezy calone and violet flowers, over a base of cashmeran, vetiver, leather and tonka beans.
“I hope that this new project can represent the excellence of products Made in Italy,” said Roberto Martone, president of ICR-ITF, which acquired the Trussardi fragrance license in 2011, the same year the fashion house feted its 100th anniversary. “It’s a product that originates from traditional artisan craftsmanship, the ‘know-how’ that Trussardi built with its history and tradition.”
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