Trussardi relaunches in ‘democratic luxury’ segment

Trussardi has unveiled its new face. The Italian label, acquired by Italian textile group Miroglio in March 2024, is turning over a new leaf with a first collection of evergreen clothes and accessories characterised by a sleek, elegant and functional style, inspired by the label’s archives and designed by a collective of diverse creative talents. Trussardi’s goal is to reposition itself in the more accessible progressive luxury segment, featuring contemporary luxury collections at “more democratic prices.”

Trussardi’s vast Fall/Winter 2025-26 men’s and women’s collection was recently presented at the label’s Milanese showroom. They consist of some 700 items, including 250 accessories, with pride of place going to leather clothes and accessories, historically the core of the Bergamo-based label’s output — Trussardi was founded in 1911 as a glove shop — but also including denim and sportswear.

Jeans are priced between €140 and €240, leather jackets at around €500, and leather goods and handbags from €250 to €500. The first sales campaign, which was recently completed, focused on Italy and Europe. The collection was marketed by about 15 agents, and has been bought by department stores like La Rinascente, and several multibrand retailers in the premium segment, notably in Eastern and Southern Europe. Trussardi, which is set to launch its e-shop in June, is also negotiating the opening of a number of stores internationally.

Soft leather is used to fashion tops, skirts, bomber jackets and handbags, while Trussardi’s iconic safari jackets feature in contemporary suede versions. The collection also includes a striking top-and-trousers set in denim-look suede.

“We have developed various models of leather gloves, to emphasise the connection with the label’s roots, and found inspiration for many other items in our archives. It’s an everyday wardrobe that we have created by also looking carefully at the way people dress in the street,” said Cosimo Dorato, Trussardi’s head of design and products, talking to FashionNetwork.com. Dorato oversees the collective efforts of 30 talented professionals, between designers, garment-makers, photographers and more, both in-house staff and external consultants.

To write Trussardi’s new chapter, the Miroglio group, which owns, among others, the Elena Mirò, Oltre, Motivi and Fiorella Rubino labels, decided to move away from the runway show format, and from the ritual of naming a creative director. The idea was to create a community around the label’s design collective, which has styled itself as ‘Gentle Society’. This slogan-manifesto is printed on a series of knitwear and sweaters alongside the label’s signature greyhound, which no longer features alone on the logo but is playfully entwined with another greyhound.

“We’re working on the concept of subtraction in a ‘less is more’ spirit, focusing on clean, timeless looks and lines, paying great attention to functionality, while at the same time infusing a delicately playful touch by means of little messages and hidden elements,” said Dorato, who has worked for seven years as a design executive for the Oakley eyewear label, after previous stints as head of Yoox’s own brand, and in product development at Alexander McQueen.

The collection’s tongue-in-cheek approach is evident in the key holder integrated into a jacket’s pocket, while some handbags’ shoulder straps have a dual use, the backpack, ergonomic and made in breathable material, is equipped with all kinds of pockets, and a top has straps so that it can be worn on the shoulders without actually putting it on.

Among the discreet details cropping up unexpectedly, inscriptions that are legible only when illuminated, and micro-patterns in the shape of a pair of gloves or a walking stick, surreptitiously printed between the stripes of a very classic shirt.

These are some of the graphic elements drawn from Trussardi’s vast archives, which have been transferred from Bergamo to Alba in Piedmont, where Miroglio is based. They include over 60,000 items, all the ready-to-wear and accessories developed in recent decades, from experimental items designed by Nicola Trussardi, who relaunched the label in the 1970s transforming it into a global brand, to items created, among others, by Milan Vukmirovic and Trussardi’s latest designers, Serhat Işık and Benjamin A Huseby. Plus of course all the lifestyle accessories.

The strategy is for Trussardi to relaunch softly, introducing easy-to-wear products that are very much of their time, made in Europe and Asia in order to maintain an affordable price positioning. The relaunch will go hand in hand with a rather unusual communication strategy, chiefly focusing on events and activations in ad hoc venues and occasions.

For example, the spate of initiatives that will enliven the Trussardi furniture line’s showroom during Milan Design Week on April 7-13, which will morph for the occasion into ‘Casa Trussardi Gentle Society’, opening to the public and hosting workshops, shows, brunches and even a bike race during the week.

Trussardi, whose business has been growing mostly through licenses (childrenswear, beachwear, furniture, wallpaper, eyewear, perfumes, jewellery and watches), is above all keen to tell its story through its lifestyle range, the signature world that Trussardi built over the years, peaking in the 1970s and 80s. As demonstrated by the collection’s presentation, where countless accessories from the archives, such as bicycles, trunks, suitcases and a variety of handbags, including one with a racket pocket, blended elegantly with the showroom’s décor, sitting nicely alongside the clothes.