“The ultimate expression of elegance.”
Brand Legacy
Brioni was established by master tailor Nazareno Fonticoli and visionary entrepreneur Gaetano Savini. Together, they changed the landscape of menswear by creating the first modern men’s suit and by introducing the concept of luxury ready-to-wear. Brioni’s impact was immediate and enduring, setting the standards for elegance through their Roman atelier and sartorial innovation.
The brand gained international fame in the 1950s through legendary fashion shows and a prestigious clientele, from Hollywood icons like Clark Gable and Cary Grant to influential leaders around the world.
Today, Brioni remains faithful to its Roman roots, continuing to handcraft each garment in Italy with the same passion and precision that defined its beginnings.
Iconic creations
Brioni is renowned for inventing the Roman Style — a softer, lighter, and more natural silhouette compared to the rigid tailoring of the time. Their invention of the first ever men’s fashion show at the Sala Bianca in Florence in 1952 changed the way menswear was perceived forever.
Other iconic elements include their hand-finished suits, eveningwear, and the signature Blazer jacket, showcasing perfect proportions, fluid structure, and unparalleled comfort.
The Art of tailoring
At the heart of Brioni lies the art of tailoring, a tradition passed down through generations of master artisans. Each Brioni suit involves over 220 steps and more than 24 hours of meticulous handcrafting.
All Brioni garments are proudly 100% made in Italy, and the brand maintains in-house artisanal production where overproduction is avoided and each piece is made with care. In fact, Brioni produces its collections in measured quantities. This mindful business model means Brioni can uphold its exacting standards at scale without compromising its principles. The resulting creations carry a special aura – imbued with what Brioni calls “a quiet confidence and personal luxury” for the wearer.
Brioni Bespoke Show
A pinnacle of Brioni’s expertise is the Brioni Bespoke Show, an exclusive presentation of the brand’s craftsmanship and artistry. Clients have the rare opportunity to collaborate directly with Brioni’s Master Tailors, selecting the finest fabrics, perfecting every measurement, thus having an intimate glimpse into the world of Italian luxury tailoring. The experience is not simply about clothing — it is about creating wearable works of art.
Indeed, Brioni offers a “Suit for Life” philosophy, with generous seam allowances and lifelong after-care services so that clients can have their suits adjusted or rejuvenated as needed over time. It’s an ode to the idea that true luxury is built to last.
Umetnost rimske izrade
Brioni’s approach to tailoring is deeply rooted in its Roman origins and commitment to true craftsmanship. Inspired by the Eternal City itself, the house’s designs embody a relaxed yet effortlessly elegant Roman attitude – thoughtfully blending subtle sophistication with comfort to suit modern life. This distinctive Roman sartorial style is brought to life by Brioni’s team of artisans who carry on techniques passed down through generations.
In 1959, the company established a production atelier in the medieval town of Penne in Abruzzo, birthplace of co-founder Nazareno Fonticoli, further cementing its connection to Italy’s artisanal heartland. There, Brioni’s master tailors honed the brand’s rigorous hand-crafted techniques. To ensure these time-honored skills endure, the house also founded its own tailoring school The Scuola di Alta Sartoria in Penne in 1985 – training the artigiani of tomorrow in Brioni’s exacting sartorial methods. This dedication to craft education not only preserves Brioni’s unique know-how, but also supports the local tailoring heritage of the Abruzzo region.
Each jacket, for example, is sewn with roughly 12,000 stitches – only about 17% of which are visible on the outside – and is pressed or steamed approximately 80 times during its creation. The result of this meticulous process is a garment of unparalleled quality and character, where every detail from hand-stitched buttonholes to delicately rolled lapels is attended to with precision.
Brioni refers to this ethos as the art of slow luxury – a philosophy that prioritizes quality, authenticity, and sustainability over speed or trend. In practice, this means Brioni takes a patient, intentional approach to every aspect of its craft, from the selection of materials to the final finishing touches. Only the finest natural fibers – sumptuous cashmeres, silks, wools, linens, and pure cottons – are used, sourced from long-standing suppliers with an emphasis on ethical provenance. Increasingly, the house also incorporates innovative regenerative fabrics that restore biodiversity and support local farming communities, underscoring a commitment to responsible sourcing.
In sum, the art of Roman craft at Brioni is not only about hand-made suits; it is about a holistic culture of making things the right way – with mastery, conscience, and an eye toward enduring elegance.
