Having achieved great success and a VIP clientele after its pioneering 1952 fashion show, Brioni has since crafted a niche of refined Italian luxury outfitting for men across the globe. Here we look at some of the groundbreaking historical developments behind the brand
The house of Brioni quickly became known worldwide for sharp, classic and timeless men’s tailoring following its pioneering fashion show in 1952.
Bringing classic men’s tailoring to the forefront of luxury Italian fashion, this dynamic and sophisticated brand drew attention to the Italian way of tailoring, which emphasised flawless design and modern sartorial style, a contrast to the more traditional look of London’s Savile Row tailors.
Expanding the business in 1959 due to the rising popularity of its sharp Roman tailoring, Brioni opened a new atelier in Abruzzo that housed more than 100 skilled tailors, masters of their art and well qualified to craft Brioni’s signature suits, which have always stood the test of time.
The traditional suit
The Brioni suit is a timeless and refined piece deeply rooted in traditional Roman sartorial design history. Requiring more than 22 hours of workmanship, including 6,000 stitches of handmade detailing, the Brioni suit is an influential status symbol for the strong, dynamic and empowered modern man.
Launching a bespoke service successfully transitioned the traditional Brioni suit into an exclusive and unique piece of art. Clients can finalise their chosen piece from a selection of more than 800 exclusive fabrics, as well as changing lapel shapes and adjusting buttons, lining fabric and shirt collars to create a masterly bespoke piece that will last a lifetime.
A new generation of Brioni master tailors
In 1985 Brioni took its master tailoring tradition to the Scuola di Alta Sartoria tailoring school, to extend its first-hand sartorial knowledge to the next generation of master tailors in the making.
A limited number of students, just 16 for each four-year course, are chosen to work closely with Brioni’s master tailors and learn the purest form of tailoring – including the skills and know-how required to craft the perfect Brioni suit. The course includes an intensive three-year technical training study, followed by one year at the Brioni production house or one of the Brioni retail stores.
The Pierce Brosnan effect for autumn/winter 18
Having grown a prestigious client base and dressed Hollywood’s elite, world leaders, A-list stars and longstanding entertainment artists, Brioni launched the Tailoring Legends campaign for autumn/winter 2018, featuring iconic Hollywood actor Pierce Brosnan. Brosnan had been closely connected to Brioni since his collaboration with the brand in 1995, when he starred as James Bond in GoldenEye. The partnership continued throughout all of his 007 films.
For 2018 Brosnan starred in the autumn/winter campaign as the 21st-century man in search of formalwear for the office, chic eveningwear for a cocktail party and leisurewear for the weekend and overseas travelling – each tailored with Brioni’s masterly sartorial DNA.