TRUSSARDI: Serhat Işık and Benjamin A. Huseby are the new creative directors of the maison.

The greyhound company has just formalized the appointment of Serhat Işık and Benjamin A. Huseby as the new creative directors of the maison. The duo will supervise all aspects concerning the brand image.

Serhat Işık and Benjamin A. Huseby are known for their GmbH brand, founded in Berlin in 2016 and very attentive to issues related to the concepts of inclusiveness and social responsibility. The same values on which their clear and contemporary creative vision for the historic Milanese brand is based.

“Trussardi stands out for its heritage and its enormous potential. We were attracted to the possibility of starting a new era “, commented Serhat Işık and Benjamin A. Huseby.

Parallel to their roles in Trussardi, Serhat Işık and Benjamin A.Huseby will continue to follow their brand GmbH.

It was born only two years ago, in 2016, and already in the summer of 2017 it was measured with the first catwalk during the Paris Fashion Week, in the spaces of the Institut du monde arabe. GmbH, a German brand launched by a creative collective from Berlin. The two founders are Benjamin Alexander Huseby, a Norwegian-Pakistani fashion photographer and artist, and Serhat Isik, a Turkish-German designer.

The unpronounceable name, GmbH, is nothing more than the acronym corresponding to the Italian S.r.l., “Limited Liability Company”.

Intentionally cold, anonymous, which functions as an empty container, to be filled with heterogeneous signs and references. The concept that passes is that of a plastic, fragmented, neutral identity. And in terms of style and aesthetic of reference, the media have greatly ridden the bond – moreover declared – with techno and industrial culture: GmbH immediately associates itself with the Berlin clubbing scene, with all its synthetic, nocturnal, accelerated, independent flavor and rough. Technical materials, bold and irregular cuts, bold graphic lines, high-waisted vinyl cargo pants, snow and motocross jackets, multilayer jackets, loose and comfortable unisex suits, metallic, plush, velvety fabrics, often combined in contrast: this is the sense of a streetwear designed on the threshold between elegance and comfort, refinement and audacity, functionality and character.

“Politics defines us and also defines the capital. History is reflected in the architecture, in the character of the population, in everything. It affects who we are and how we work, ”said Huseby and Isik in a great interview on i-D. And again: “We try to convey this awareness to our buyers, we try to stimulate change, to reflect the situation in which we find ourselves and to be a positive force. A particularly delicate issue is that of the Brown Identity linked to our Muslim roots and the life experience of black men in Europe. It’s a difficult subject, but people like us are barely visible in the fashion world, just take a random German advertisement – it’s like black people don’t exist. All families are made up of white people with blond hair ”.

“Serhat and Benjamin will give a strong and distinctive vision to Trussardi. The whole team and I are very happy to embark on this new path with them; with the aim of offering the market a modern and responsible lifestyle experience “, said Sebastian Suhl, CEO of Trussardi.

The first collection that will bear their signature will be the one for autumn / winter 2022.

____________________