Trussardi’s Five-City Plan: Marks ambitious entry into the Indian market

Trussardi, the Italian house with a century-long history, has unveiled an ambitious, strategic initiative for the Indian market, positioning the country not just as a commercial target but as a crucial cultural hub.

CEO Alberto Racca, speaking on Day 2 of the inaugural 'Italian Fashion Days in India', ON October 29 in Mumbai announced that the brand is set to "enter the market in a couple of months," kicking off a major retail expansion. The initial plan involves launching new stores and establishing a presence in key retail spaces across five major Indian cities.

Racca stressed that this launch is "just the beginning." The company's primary objective is to cultivate a deep understanding of India's people, needs, and cultural nuances, viewing the nation as an "interesting place to be" beyond its sheer demographic and manufacturing metrics.

Trussardi’s  Philosophy: From Craftsmanship to Gentle Society

Trussardi’s approach to India is guided by its modern philosophy, the Gentle Society. This concept defines the brand as a cultural expression of dialogue, openness, and dynamism. Racca articulated this vision as a necessary response to the modern world, championing "gentleness" over "brute force" in business and design. By focusing on intelligence, cultural exchange, and openness, Trussardi aims to be an ambassador of an evolved, sophisticated Italian lifestyle globally.

This contemporary philosophy is built upon a heritage of innovation and gentleness that traces back to the brand’s founding. Trussardi, a heritage born from leather, began as a producer of leather gloves and quickly became known for its ability to take traditionally hard leather and make the material incredibly soft, fundamentally reshaping the customer experience of leather goods. One of its earliest innovations was the resourceful decision to exploit leather scraps, showcasing an early commitment to minimizing waste and maximizing value.

Pioneers of brand identity and Gentle Society

As the company evolved, it became a pioneer in modern fashion branding, being among the first Italian houses to successfully introduce a recognizable logo across all its products: the iconic Lebriero (Greyhound). This strategic move helped define its transition from a producer of goods to a comprehensive definer of lifestyle, extending its reach to the first designer lounge in Italy, residential design, fragrances, and cars.

"Gentle Society" refers to a brand philosophy by Trussardi, which promotes kindness and meaning in everyday life. The Trussardi concept is showcased in its FW25 campaign and is an open collective of creatives.

Italian Fashion Days in India

The announcement was made during the inaugural 'Italian Fashion Days in India' (Le Giornate della Moda Italiana nel Mondo), a three-city initiative that began on October 28 at the Italian Embassy in New Delhi and continued in Mumbai and Ahmedabad. Described as the first of its kind in India, this event is a key component of Italy's "Diplomacy and Growth Strategy," marking a significant new step in the strategic partnership between Italy and India.

On Day 2, Alberto Racca, CEO of the Miroglio Group, Trussardi, and Gentle Society, used the platform to explore Trussardi's rich legacy, highlighting how its history of innovation has positioned it as a vanguard of the modern Italian lifestyle and introducing its plan for India.