Brioni
Brioni is a Roman tailoring house founded in 1945 by Nazareno Fonticoli and Gaetano Savini, which came under Kering's control in 2011. Its perfumes came late: a limited edition in 2009, a men's line launched in 2014 under the artistic direction of Brendan Mullane, and since late 2019 a license entrusted to the Lalique group.
Brioni perfumes
AromaticA tailoring house, not a perfume house
Master tailor Nazareno Fonticoli and entrepreneur Gaetano Savini opened the first Brioni store in 1945, at 79 via Barberini in Rome. The name comes from the Brijuni archipelago, a resort favored by the European jet set in the early twentieth century, today part of Croatia.
The house organized the first men's fashion show in modern history in 1952 and registered a polo player as its logo that same year, more than ten years before Ralph Lauren. It has run its own tailoring school in Penne, in Abruzzo, since 1985.
Kering, and the entry into perfumery
Kering took control of Brioni in 2011. The women's line was discontinued, the design offices moved from Rome to Milan, and Brendan Mullane took over artistic direction in 2012. Norbert Stumpfl has held this position since 2018.
A limited-edition fragrance was released in 2009, following earlier eaux de cologne. The first men's line built as such arrived in 2014, designed to translate the house's wardrobe into a bottle.
A license with Lalique since 2019
The Lalique group became Brioni's exclusive partner for perfumes in December 2019. It also holds Lalique, Parfums Grès, Bentley and Jaguar, and presented this agreement as the meeting of two artisanal traditions.
The range remains short: a few more concentrated variations around the original fragrance, rather than a succession of launches. This restraint fits a house that primarily sells made-to-measure and for which perfume extends the wardrobe.