ITF releases Trussardi’s new homeward-bound scent
ITF has introduced a new men’s fragrance from Trussardi called My Land. The new fragrance will be a highlight for the company during the TFWA World Exhibition in Cannes next month.
Main themes for the fragrance include a sense of travel and homecoming. The name is intended to evoke “the power and pride of being comfortable with yourself and appreciating the cosmopolitan spirit of your town,” specifically referencing the relationship between the Trussardi brand and the city of Milan.
The bottle was designed by internationally-renowned architect Antonio Citterio—his debut in the field of perfume bottle design— and features contemporary lines combined with an Italian leather band featuring the Trussardi crest. The leather has been vegetal tanned and finished by hand.
The fragrance has been referred to as a classical, modern fougère. Featuring citrus notes of bergamot and green mandarin, the scent is complimented by a heart of lavender, violet and calone. Its foundation involves a combination of tonka bean, leather, vetiver and woody elements.
Available in a 30 mL, 50 mL and 100 mL eau de toilette natural spray, My Land also features an extension line which includes: a 100 mL after shave lotion, a 200 ml shampoo and shower gel, a 100 mL natural spray deodorant and a 75 mL alcohol-free deodorant.
The advertising campaign features fourth-generation family member, Tomaso Trussardi, and was directed by Wim Wenders.