Brioni: A Story of History and Tradition
The World's Finest Men's Clothing
Brioni: A Story of History and Tradition
When the name "Brioni" is mentioned, perhaps every man conjures the image of "the world's finest clothing." Indeed, its craftsmanship is second to none. This is why countless great stars have had their suits tailored by them. In essence, it is the genuine article, recognized by genuine men. And the splendor of Brioni can be experienced even in their ready-to-wear collections. The perfection of the materials and tailoring is exactly the same. So, why is this the case? In fact, therein lies the true magnificence and allure of Brioni.
Text by Yutaka FukudaPhotography by Kensuke Kawaguchi (Anarchic Agency)Styling by Kenji Sakurai (ViVid)Hair & Makeup by MASAYUKI (The Voice)Model: Yaron
Brioni's contribution to fashion history can only be described as a "revolution."
This is because Brioni transformed bespoke tailoring into ready-to-wear menswear.
However, Brioni was not the first to make suits ready-to-wear. Brioni was founded in 1945. Yet, by the mid-19th century, several ready-made suit companies had already emerged in Britain and America.
So, what was revolutionary about Brioni? It was, so to speak, a "reverse approach."
Previous ready-made suits aimed to approximate bespoke, catering to a wider clientele. The ultimate goal was "bespoke suits." To achieve this, various innovations were employed, one of which was the introduction of traditional Italian craftsmanship to allow for a broader range of fittings.
Clark Gable, during the order of his dinner jacket. This great star was also a devoted fan of Brioni.
Henry Fonda in a lustrous striped suit. The mirror behind him reflects the beautifully fitted, exquisite shoulder line.
Peter Sellers, also known as a "character actor." Even avant-garde styles like this are another true forte of Brioni.
Brioni, however, reversed this approach. Brioni, too, employed skilled artisans and had perfected the art of bespoke tailoring. But upon founding their own brand, they prioritized craftsmanship. And in doing so, they arrived at a completely different ideal.
One aspect of their technique is exceptional hand-tailoring. Another is the selection of the finest fabrics. Both are quintessential Italian skills, and Brioni adhered to these two principles with unwavering dedication. The result was a "light and supple suit." Light and soft, it fits anyone. Supple, so the silhouette remains impeccable. It was truly a suit of an entirely new form.
Furthermore, the silhouette is particularly noteworthy. Through the fusion of superior hand-tailoring and the finest fabrics, Brioni suits possessed a flowing, three-dimensional line. This, combined with their lightness, softness, and impeccable fit, meant that anyone wearing a Brioni suit adopted the Brioni silhouette. This was originally a technique used in women's fashion, and later adopted in menswear, signifying the concept of "mode." In essence, Brioni was a pioneer, incorporating "mode" into menswear far ahead of its time.
This is why Brioni is revolutionary. While maintaining a timeless style, its origins lie in the avant-garde spirit of "mode." And because of this, Brioni makes any man look magnificent. It is a truly splendid brand.