Brioni

Brioni is an Italian luxury menswear house founded in Rome in 1945 by tailor Nazareno Fonticoli and entrepreneur Gaetano Savini. The first Brioni store opened that year on Via Barberini 79 in Rome, and the brand name was inspired by the Brijuni (Brioni) Islands in present-day Croatia. In 1952 Brioni staged what is widely cited as the first dedicated menswear runway show in modern fashion history, helping to define the idea of a complete, impeccably coordinated wardrobe. The company later reinforced its craft focus by opening the Scuola di Alta Sartoria, a tailoring school in Penne, Italy, in 1985.

Brioni’s fragrance activity mirrors its tailoring ethos, focusing on polished, urbane compositions for men. The house released an early scent, Good Luck, in 1958, and in 2014 launched a modern Brioni fragrance in collaboration with Firmenich. Since December 2019, Brioni perfumes have been created and distributed by Lalique Group, which develops a line of eaux de parfum for the brand. Recent releases such as Brioni Eau de Parfum, Eau de Parfum Intense and Eau de Parfum Essentiel emphasize high-quality materials, vegan formulas, naturally derived alcohol and the absence of artificial coloring, aligning the scent line with contemporary sustainability concerns.

The current collection leans into versatile woody-aromatic profiles with refined green, spicy or powdery accents, intended as a finishing touch to Brioni’s tailored clothing. Bottle designs reference the house’s suit silhouette through square-shouldered, navy-toned glass and details like satin-style labels and a magnetic cap bearing the Brioni "B". While the fashion house has been part of the Kering luxury group since 2011, the fragrance license sits with Lalique Group, which positions Brioni perfumes at the premium to luxury end of the designer market.