Trussardi Launches New Fragrance for Men

MILAN — A journey down memory lane inspired Trussardi’s new scent for men. Named Trussardi Riflesso [Reflection], the house’s latest, woody fragrance aims to connect a younger generation of customers to the heritage of the label, which was established in 1911 by Dante Trussardi. “This is a very important launch for us, as it’s the first new fragrance we’ve unveiled in six years,” said the founder’s great-grandson and the group’s chief executive officer Tomaso Trussardi at a cocktail he hosted on Wednesday evening at the brand’s flagship in central Milan. The executive underscored the relevance of having developed a male scent as the men’s wear division accounts for 60 to 65 percent of the company’s business. “Of course, we also aim to draw a younger clientele, as our goal is to rejuvenate our target by 10 years,” said Trussardi. To boost the fragrance’s appeal among younger customers, the fashion label tapped German model and influencer André Hamann to front the scent. In the advertising campaign, Hamann, who counts more than one million followers on Instagram, plays a young manager escaping the daily commitments of his office life in order to reconnect with his true self. “We want to address a cultured, busy man who also wants

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