In the '80s, the Greyhound's success helped Trussardi move into clothing, launching its first menswear and womenswear collections; it gained more widespread popularity through the first fashion shows finally open to the general public (such as the memorable events at Teatro Alla Scala and in Piazza del Duomo), while working with leading Italian firms (such as Alitalia, Garelli, Agusta and Alfa Romeo) to redefine the "Made in Italy" label. Over the years, Trussardi harmoniously blended fashion with theater and style with spectacle, collaborating with Milan's Teatro Piccolo and its director Giorgio Strehler, costuming Macbeth at the Roman Arena in Verona, and organizing initiatives such as a runway show at Castello Sforzesco, directed by Dario Argento, to present the Trussardi Action line of casual wear. In 1986, Trussardi opened Palatrussardi, a new venue for concerts and large-scale events that housed innumerable performances, including Frank Sinatra's last concert in Italy.
In the '90s, Trussardi continued blazing a path of international expansion, presciently targeting new emerging markets in Eastern Europe, Asia and the Middle East, and opening new single-brand boutiques in Hong Kong (1992), Moscow (1993), and Taiwan and Taipei (1994). In this period, images played a major role in spreading Trussardi style around the world, with help from some of the most intriguing figures in international photography, such as Richard Avedon, Mario Testino, Michel Comte and Steven Klein.
Trussardi's commitment to engaging the general public—a key value in the Trussardi lifestyle—led the Group in 1996 to open Palazzo Marino Alla Scala, the first flagship building in the fashion world, housing not just a showroom and boutique, but an exhibition space, café, bookshop, and restaurant. This six-story venue in Piazza della Scala presents the many facets of the Greyhound, which embodies distinction in every field of its activity.
Trussardi Group still preserves the values of a family business, though expanded to accommodate the pace and lifestyle of our times: the fourth generation of the family now holds the reins of the company, with Beatrice Trussardi as President and CEO since 2002. Under her guidance, Trussardi has turned its orientation as a lifestyle brand into a daily quest to represent the very essence of all-Italian quality.
Under Beatrice Trussardi, the Group has launched Trussardi 1911, a new line of accessories and apparel for men and women, designed by Milan Vukmirovic, Creative Director of the fashion house, which preserves all its traditional elegance, yet moves towards the cutting-edge language of contemporary culture and style. Trussardi 1911 is available worldwide through a unique, select network of stores. Alongside Trussardi 1911, there are two new brands, Tru Trussardi and TJ, both dedicated to the needs of metropolitan living; the former focuses on the urban professional environment, while the latter is meant for leisure time.
