Fashion brand Trussardi are affirming their Milanese roots and love for the Italian city with the upcoming My Land, a new perfume for men.
What will catch moviegoers' attention is the fact that film director Wim Wenders of Paris, Texas and Wings of Desire (Der Himmel über Berlin) is the man behind the fragrance commercial. There was no other way around for brand heir Tomaso Trussardi who made it a condition for his participation in the film shoot...
Previously, the German director did TV ads for Havana Club Rum, Barilla pasta, Pontiac, Dannon, even washing machines.
Wenders was picked in this case for his sensitivity to cities and his experience in filming them. The print ad already reveals the kind of aloof connection that the director likes to show in his movies: a city is embraced from afar, in a manner which is both intimate and distant.
“He travels a lot and films different cities, and he understood this is an ode to Milan and to Trussardi.…I’ve lived in Milan for years. I love Milan,” Trussardi said.
The ad could have been shot by, say, Luca Guadagnino, who offered a memorable pean both to love and Milan in I Am Love (Io sono l'amore), but Trussardi preferred to go for Wenders' signature, which is admittedly more metaphysically present.
The perfume itself was composed by Alexandra Kosinski of Givaudan. It is a woodsy fougère in eau de toilette concentration featuring in the top, bergamot and green mandarin. The heart has lavender, breezy calone and violet flowers. The base rests on cashmeran, vetiver, leather and tonka beans.