Brioni (brand)

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This article is about the Italian clothing company. For the islands in Croatia, see Brijuni. For the Italian commune, see Brione, Trentino.
Brioni Roman Style SpA
Subsidiary
Industry Fashion
Founded 1945
Founder Nazareno Fonticoli
Gaetano Savini
Headquarters Rome, Italy
Area served
Worldwide
Key people
Brendane Mullane (Creative Director), Gianluca Flore (Chief Executive Officer)
Products Clothing, Accessories, Sunglasses, Perfumes, Luxury Goods
Parent Kering
Website brioni.com

Brioni is a menswear couture house owned by French holding company Kering. Founded in Rome in 1945, it is known for its made-to-measure men's suits, sartorial ready-to-wear collections and leather goods. Throughout its history, the company has invented concepts such as the men's runway show, the trunk show, and the ready-to-wear Haute Couture. It has been a point of reference for the entertainment, institutional and business worlds.

History[edit]

Brioni was established in Rome in 1945 as a men's tailoring company by founders Nazareno Fonticoli, a tailor, and Gaetano Savini, an entrepreneur,[1] who opened their first shop on Via Barberini 79, calling the brand after the Brijuni Islands in Croatia. Brioni quickly started to raise interest from high-profile movie business personalities, heads of state and business leaders.

In 1952, Brioni staged the first men’s fashion show in history, inside the Sala Bianca at Palazzo Pitti in Florence. The clothes introduced new silhouettes, bold colors and innovative fabrics, marking an important chapter for the company. A couple of years later, Brioni invented the trunk show, during which the collections were presented directly in stores, allowing customers to personalize the garments with the Su Misura service (made-to-measure).[2]

In 1959, a production plant was opened in Penne, Abruzzo, birth town of Nazareno Fonticoli. Called Brioni Roman Style, the state-of-the-art factory introduced the concept of Prêt Couture, or ready-to-wear Haute Couture that sealed the international rise of the brand.

In 1985, the company opened a tailoring school in Penne with the aim of transmitting to younger generations the specific Brioni sartorial method.[3]

In 2007[4] and 2011[5] The Luxury Institute ranked Brioni among the most prestigious men’s fashion luxury brand in America.

Since its inception the company has dressed many international celebrities from the film and entertainment industry, from Richard Burton, Kirk Douglas, Henry Fonda, Clark Gable, Tyrone Power, Anthony Quinn and John Wayne to Matthew McConaughey, Leonardo DiCaprio, Joel and Ethan Coen, Orlando Bloom, Ansel Elgort, Jon Hamm, Harvey Keitel and Morgan Freeman, among others.[citation needed]

Brioni today[edit]

In 2012, with the acquisition by French group Kering,[6] the company entered a new phase. Under the leadership of Creative Director Brendan Mullane, Brioni designs, develops and manufactures Su Misura garments and sartorial ready-to-wear collections as well as leather goods, shoes, eyewear and fragrance. Brioni products are distributed globally, encompassing Europe, Asia and America, through directly-owned boutiques and a network of department stores.

References[edit]

External links[edit]