Brioni (brand)

Brioni is an Italian menswear luxury fashion house based in Rome and specialised in sartorial ready-to-wear, leather goods, shoes, eyewear and fragrance, and provides a tailor-made service.

Brioni was founded in Rome in 1945. In 1952, the brand organised the first menswear runway show in the modern history of fashion. The brand invented the trunk show and the Prêt Couture. Brioni opened the tailoring school Scuola di Alta Sartoria in Penne, Italia, in 1985. Brioni was acquired by the luxury group Kering in 2011. Federico Arrigoni is the CEO of Brioni since May 2025, and Norbert Stumpfl the creative director since October 2018.

The company registered the image of a polo player as its logo in 1952, over a decade before Polo Ralph Lauren began using a variation of the symbol.[2]

History

Peacock Revolution

Kering acquisition

In 2011, Brioni was acquired by the French luxury group PPR (renamed Kering in 2013).[19] For the past decade, the brand had been struggling to redefine itself, the influence of streetwear and casual office wear was driving the younger clientele away from the traditional suits tailored by Brioni.[20] Francesco Pesci, an employee of the company since 1994, acted as CEO of Brioni during the transition.[21] In July 2012, Brendan Mullane was appointed creative director of Brioni.[22][23] Mulllane experimented with silk, hand-painted fabrics, and kimono-belted suits in his collections.[24] Brioni launched its first fragrance in collaboration with Firmenich in 2014.[25][26]

In November 2014, Gianluca Flore took over as CEO of the brand.[21] In March 2016, Justin O’Shea was appointed creative director of Brioni.[27] O'Shea looked for a reinvention of the brand by appealing to new customers, featuring stronger shoulders, smaller waist and longer jackets.[28] On March 23, 2016, luxury conglomerate Kering announced that it had appointed Justin O’Shea, a heavily tattooed Australian and street-style enthusiast, as creative director.[29] O’Shea was formerly the fashion director of the German e-commerce site MyTheresa.[30][31] O’Shea featured the four members of Metallica dressed in Brioni tuxedos in his first ad campaign with the brand.

In October 2018, Austrian designer Norbert Stumpfl was appointed Design Director of Brioni.[45] Stumpfl introduced a more tonal suit design with enhanced sumptuous fabrics. Cashmere, silk, vicuna and suede prevailed to create a lighter informal feel to the house's iconic yet muted suit designs.[46][47] In 2019, Mehdi Benabadji was appointed CEO of Brioni.[48] The brand entered into a worldwide perfume licensing agreement with Lalique Group that runs through the end of 2024.[49]

After a few seasons where a handful of looks were presented alongside the signature men’s shows, Brioni introduced the brand’s first womenswear collection in 2024.[50] In 2025, the brand partnered with Mr Porter on a 25-piece capsule collection.[51]

type	Subsidiary
foundation	1945
founder	Nazareno Fonticoli Gaetano Savini
location city	Rome
location country	Italy
locations	58 stores worldwide (2025)‡R1R‡
key people	Federico Arrigoni (CEO) Norbert Stumpfl (Creative Director)
industry	Luxury
products	Italian suits
owner	Kering
homepage	www.brioni.com

History

Peacock Revolution

Expansion

Kering acquisition

Operations

Governance

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In popular culture

Further reading

See also

External links

References