BRAND STORY: BRIONI

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rioni, a menswear couture house is an Italian brand, owned by a French company Kering. In 1945, Brioni was founded in Rome. Since then they specialize in ready-to-wear collections, made to measure suits and leather goods. Brioni is the first to invent concepts such as the trunk show, runway show and ready-to-wear couture.

Nazareno Fonticoli and Gaetano Savini, are the 2 founders of Brioni. The first shop of the brand was opened on Via Barberini 79. It was named after the Brionian islands (of Italy then). The first ever menswear fashion show by Brioni was at the Sala Bianca in the Palazzo Pitti, Florence which marked a major turn in men’s fashion. The clothes had bold colors, creative silhouettes and innovative fabrics which gave the brand some major recognition. Few years later, Brioni created a trunk show where the clothes were presented directly to the customers.



The garments and products of Brioni are distributed globally in Europe, Asia and America through directly owned boutiques and department stores by Brioni. It has a strong international appeal and gives its customers the satisfaction of being one of its kind. This Kering-owned brand has bearded and heavily tattooed fashion director, Justin O’Shea. He has given a new direction to Brioni by giving it a tough, thick and hard look as presented in its new Gothic looking logo. Trying to make the suit look cool and to preserve the heritage of Brioni, O’Shea is working towards keeping the history and heritage of Brioni intact. In the world where the sports wear and the trend of athleisure are becoming popular, Brioni is making efforts to make suits desirable for men again.