MILAN — Trussardi unveils today its Archive+Now°2 project, the second chapter of the new course of the fashion house under the new owner and in collaboration with @Checking_Invoices.
The company has once again opened up its archives to let a creative talent give new life to accessories and products through images, installations and videos.
The fun, tongue-in-cheek images and the video emphasize not only Trussardi’s luxury leather accessories and looks, but also the city of Milan, closely linked to the brand, with landmarks such as the medieval Castello Sforzesco in the background.
Greyhounds also appear in the images — a reference to the storied logo of the Trussardi brand.
The Instagram account @Checking_Invoices created by an anonymous duo composed by a stylist and a videomaker now counts 35.3K followers. The account features a faceless character wearing high fashion in unexpected and humorous public situations. “Whilst we started the account just for fun, it grew considerably as it accidentally became a response to the “drama” of the fashion industry (sometimes taking themselves too seriously). At the same time, anonymity functioned as a counterbalance to the overexposure that social media demand these days,” stated the duo through Trussardi.
@Checking_Invoices has also collaborated with Trussardi on a limited-edition card holder.
Archive+Now will continue throughout 2019 with new collaborations and events.
Trussardi introduced the Archive+Now°2 project during Milan Fashion Week in February, in the wake of the acquisition of the Italian company by independent asset management firm QuattroR.
The luxury company is teaming with select Italian talents, asking them to revisit some of the brand’s archival pieces, images and lifestyle products through photos, installations and videos, which will be mainly active on social media channels and online.
The first step was to team with sisters Giulia and Camilla Venturini, models, art directors and designers, who interpreted the archives and presented pieces from the fall collection; they both curated and modeled in the images. The Venturinis launched the Medea bag line in 2018.
Trussardi also engaged photographer Hanna Moon and the No Text videomakers.
Leather, denim and accessories, core to the Trussardi brand and worn by the Venturini sisters, were central in the video and photo shoot held at the family’s private 17th-century residence in Bergamo, Villa Trussardi.
“We are trying to form clusters of beautiful pieces and mix them in an unlimited way, it’s a work on the brand rather than on a collection,” explained chairman Tomaso Trussardi last month.