Brioni ventures into perfumery← Back
About 3 Years, 1 Week, 1 Day, 2 Hours, 20 Minutes ago.
Italian tailoring house Brioni have launched their first men’s fragrance, titled Brioni. Famed for made-to-measure suits, excellence in tailoring and cloth quality, the Rome-based house revealed the design for the fragrance, with a bottle designed by Patrik Fredrikson and Ian Stallard, who’ve previously worked on creating accessories for the house. Echoing the folds and flowing movements of cloth, the design is a first for the house whose specialty has always been in the realms of su misura suiting. The perfume, created by Raymond Matts, was produced by the Swiss company Firmenich. "When a man wears a custom Brioni suit, he exudes a sexiness because he feels confident and protected," Brendan Mullane, Creative Director, explained to WWD. "We wanted to bottle that feeling with a sensual and elegant scent.
Part of Kering since 2011, Brioni is a leader in high-end menswear, which, after integrating the French multinational group, has known a steady turnaround. Founded in 1945, the house was part of the success story of Italian menswear worldwide. With this venture into perfumery, Brioni undoubtedly aims to continue expanding after financial difficulties preceding its acquisition by Kering.The Brioni fragrance will be sold exclusively in Selfridges and in Brioni boutiques. We certainly can’t wait to get hold of this unique profumo.