Trussardi Names GmbH’s Founders as New Creative Directors
GmbH Founders Isik And Huseby To Debut First Trussardi Collection Fall 2022
Serhat Isik and Benjamin A Huseby, the subversive design team that started Berlin label GmbH, have been named as the new creative directors of Trussardi. The duo will lead the “revival of the house under one brand,” and has been tasked with overseeing all aspects of design, image, and branding. Their first collection will debut F/W 2022. They plan to continue designing GmbH, the line they launched in 2016.
It is expected that the introduction of Huseby and Isik to Trussardi will bring great change to the 110-year-old fashion house. Trussardi has been known for its clean, preppy looks and describes its designs as marrying timeless elegance with a global mindset, all the while infused with an authentic Milanese soul. GmbH was founded on an entirely different aesthetic, drawing inspiration from Berlin’s underground club scene. GmbH brought the topics of inclusivity and responsibility strongly to the forefront of the fashion discourse.
“Serhat and Benjamin bring a distinctive and powerful vision to Trussardi,” said chief executive officer Sebastian Suhl. “The team and I are profoundly excited to embark on this journey with them, in view of bringing a contemporary and responsible lifestyle experience to the market.”
For their men’s spring 2021 collection, the designers showed their social engagement by screening the movie “A Season of Migration to the North.” The film tells the story of gay activist Eddie Esmail, who was arrested while taking part in a fashion show in Sudan, which forced him to seek asylum in Norway. Huseby commented at the time of the release that, “it touches on everything GmbH is about: politics, migration, fashion and beauty, but also queerness.”
Sustainability has also been a key theme for Huseby and Isik. GmbH’s Fall 2021 collection launched the brand’s first full expanse of vegan shoes and accessories. For fall 2020, they presented looks created from either recycled, organic, or biodegradable fabrics.
Huseby and Isık look forward to bringing an updated vision to the century-old fashion house. In a joint statement, the designers said that “Trussardi comes charged with pedigree and enormous untapped potential. We were drawn to the possibility of building a house anew.”
Trussardi has been without a creative director since Gaia Trussardi’s departure in 2018. She joined as creative director in 2011 to launch the Tru Trussardi brand, to tap into a younger audience. In March 2013, she succeeded Umit Benan Shain who headed Trussardi’s main line. Before the introduction of Benan Sahin in 2011, Trussardi was designed by creative director Milan Vukmirovid who boarded the brand in 2007.
After Gaia Trussardi’s exit, the brand launched the Archive+Now project in 2019. The goal was to re-conceptualizing the heritage of the house, through a new modern perspective.
Trussardi continued to go through change when Italian independent asset management company QuattroR, secured a 60% stake in the brand in 2019. The company which specializes in corporate restructuring, is chaired by Andrea Morante. “QuattroR seeks to buy Italian companies that have a history, a glorious past, and sustainable brands that are facing financial difficulties or complex generational shifts, and that need a relaunch or a repositioning,” stated Morante, at the time of the acquisition.
Photo | Mustafah Abdulaziz
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