Brioni: The History of the Brand

When it comes to men’s luxury, flawless tailoring, and a style that commands respect, Brioni stands as the ultimate benchmark. This Italian brand doesn’t just create suits—it dresses legends. From Hollywood to presidents, from business elites to icons of men’s fashion, Brioni has become a symbol of power, success, and impeccable taste.

It all started in 1945 in Rome, when two talented Italians — Nazareno Fonticoli and Gaetano Savini — set out to change the perception of men’s fashion. At the time, elegance was primarily associated with British tailoring, but Brioni proved that true luxury was born in Italy.

The first major breakthrough came in 1952, when Brioni staged the world’s first-ever men’s fashion show at the iconic Sala Bianca in Florence. It was a bold challenge to the status quo: male models on the runway, vibrant fabrics, tailored silhouettes — everything about it was revolutionary. From that moment on, Brioni cemented itself as a brand that sets trends rather than follows them.

Brioni’s philosophy is built on three core principles: exceptional quality, individuality, and timeless elegance. These principles were born from a desire to create menswear that doesn’t just reflect status but becomes a part of its wearer’s life, mindset, and self-expression.

Quality

Brioni uses only the finest and rarest materials: merino wool, cashmere, silk, and alpaca. Each suit undergoes over 220 stages of handcrafting, and Brioni’s artisans must train for at least four years before they are allowed to work on customer orders.

Individuality

From the very beginning, Brioni prioritized custom tailoring. Unlike many luxury brands that focus on ready-to-wear collections, Brioni values personalization. Clients can choose not only the fabric but also the cut, lining, and finishing details—every element is adjusted to their unique style.

Timeless Elegance

Brioni doesn’t chase trends. The brand follows the principle that men’s style should be eternal. Brioni suits remain relevant decade after decade, emphasizing the status and confidence of those who wear them.

Brioni is not just about expensive suits—it’s about belonging to an exclusive club. Its clients are men who appreciate status, details, and perfection.

Who Chooses Brioni?

• Business elites – using suits as a tool of power
• Hollywood celebrities – wearing Brioni on the red carpet
• Gentlemen with impeccable taste – those who value classic tailoring and craftsmanship

Brioni is positioned in the ultra-luxury segment, with prices reflecting its exclusivity and craftsmanship.

• Made-to-Measure suit – starting at $6,000
• Ready-to-wear suit – starting at $3,500
• Cashmere and wool overcoat – ranging from $6,000 to $12,000
• Dress shirt – from $500 to $1,500
• Silk tie – from $200

Brioni maintains its exclusivity by offering limited-edition collections and rare materials, making its products even more desirable.

Among the many pieces created by Brioni, some have achieved legendary status:

• The “Roman Style” Suit – the first model introduced in the 1950s, setting the foundation for the brand’s aesthetic
• Legendary Tuxedos – Brioni became the official tailor for James Bond in the films from 1995 to 2006
• Made-to-Measure Collection – fully customizable tailoring designed to fit the client perfectly

Today, Brioni remains one of the most prestigious and expensive menswear brands in the world.

Number of boutiques: Over 70

Flagship stores: Milan, Rome, Paris, London, New York, Tokyo, Dubai

Manufacturing facility: The Brioni atelier in Penne, Italy, employing approximately 1,000 artisans

Annual revenue: Estimated at $200 million

Brioni continues to be a symbol of elite men’s fashion, chosen by the world’s most powerful individuals.

1. The First Men’s Fashion Show – Brioni was the first brand to host a full-scale men’s runway show in 1952. Before that, only women’s collections were presented in such a format.
2. James Bond and Brioni – From 1995 to 2006, the iconic secret agent 007 was exclusively dressed in Brioni suits.
   Presidents Wear Brioni – Brioni has been worn by world leaders, including Donald Trump, Vladimir Putin, and Silvio Berlusconi.
3. Limited Editions with Gold and Diamonds – Some exclusive collections have featured gold, platinum, and even diamond-encrusted buttons.
4. A School of Master Tailors – In 1985, Brioni established its own tailoring academy to pass down its craftsmanship to future generations.
5. Brioni is more than just clothing—it’s an entry ticket to the world of power and prestige. Those who wear Brioni don’t just look elegant; they send a clear message about who they are.