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.
This story first appeared in the September 28, 2012 issue of WWD. Subscribe Today.
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.”
European rollout of the fragrance will be complete by the end of the year, while the Middle East and Far East regions will see it in store in spring 2013, and, by October of next year, Trussardi My Land will be available worldwide at a total of about 7,000 doors. The Middle East and China are important new regions, and Martone said expansion in the Americas is planned. He would not discuss sales figures but, asked for an estimate, industry sources suggested the fragrance could generate 15 million or 16 million euros (about $19.3 million or $20.6 million at current exchange) wholesale over a year.
In Wenders’ campaign film, Milan is a moody city at the end of a day, awash in muted grays and blues, with the gentle sparkle of streetlights. Trussardi walks through well-known locations — the Galleria Vittorio Emanuele, the Castello Sforzesco, Piazza della Scala —shedding his keys and bag along the way, and unbuttoning his shirt by a bathtub in the Parco Sempione. The final shots show Trussardi on the rooftop of the Duomo, gazing lovingly at the city skyline. Wenders noted the commercial tells the story of “a man who treats the whole city as if it’s his own.”
ICR-ITF and Trussardi called on sociologist Francesco Morace to develop the project in keeping with the brand’s history and identity.
Architect Antonio Citterio designed the rectangular glass bottle with a hand-finished, vegetable-tanned leather band around it, engraved with the Trussardi greyhound crest. He said the fragrance bottle needed to be something lasting rather than disposable, “like an old book.…You don’t throw old books away, you want to keep them.”
The bottle’s neck sits below its shoulders, hiding the pump, and the packaging features an antique gold-colored box with the Trussardi name and logo emblazoned across the front.
Trussardi My Land will be available in three sizes, 1 oz., 1.7 oz. and 3.4 oz., set at 41 euros ($53 at current exchange), 57 euros ($73.50) and 79 euros ($101.90) respectively. A 3.4-oz. aftershave lotion for 53 euros ($68.37), shampoo and shower gel for 28 euros ($36.12) and both spray and alcohol-free deodorants for 27 euros ($34.83) each will make up the fragrance’s extension line.