BERGAMO, Italy (AP) - Francesco Trussardi, chairman of Italy's popular Trussardi fashion house and the son of its late founder, died early Sunday in a car crash, police said. He was 29.

Trussardi lost control of his Ferrari as he was driving to Bergamo, in northern Italy, a Bergamo highway police official said. The car plowed into a lamppost in Telgate and Trussardi was killed instantly, the official said.

Earlier this year, Francesco Trussardi denied the transition from bags to a full-blown fashion house was a financial burden for the family. In January the company has teamed up with Vestimenta SpA (manufacturer for Armani and Ungaro, among others) to expand its menswear.

Trussardi and his sister Beatrice took over Trussardi SpA after their father and the founder of the design house, Nicola Trussardi, was killed in a car crash near Milan in April 1999 at the age of 56.

Trussardi remains one of Italy's most popular brands, featuring jeans, leather jackets, handbags and accessories.

Nicola Trussardi took over his family's glove-making business in 1970 and turned it into a major company that helped contribute to the popularity of the made-in-Italy label throughout the world.