Trussardi art and fashion: a long-distance relationship?

This chapter deals with the artification strategies developed by Trussardi, a renowned Italian luxury fashion brand. Trussardi represents an illustrative example of a formal separation between Trussardi art foundation and luxury fashion brand that counterintuitively leads in a positive authentic contamination between art and fashion from the consumers point of view. Indeed, through the analysis of secondary data and an exclusive interview with Beatrice Trussardi, the President of the Trussardi Foundation, this chapter investigates the idiosyncratic dichotomy between the company—the Trussardi Fashion Maison—and the Nicola Trussardi Foundation—an institution aimed at the promotion of contemporary art. By outlining the main findings, this chapter aims to clearly identify the distinct origins and developments of both realities, thus eliciting the positive externalities of the two separated entities.