Presenting the fashion lookbook of Brioni in Milan for Fall 2022.
Kering continues with its effort to restructure Brioni. As was announced in April, as many as 320 jobs will be cut at the Italian luxury menswear label bought by the group owned by François-Henri Pinault in 2011. The dismissals will all occur at the label’s three facilities in the central Italian region of Abruzzi, in the towns of Penne, Montebello di Bertona and Civitella Casanova, where Brioni’s shirt-making and knitwear workshops will eventually close down.
Brioni has been led by Mehdi Benabadji since 2020. In September 2018, it put Austrian designer Norbert Stumpfl in charge of style, creating a capsule collection with Hollywood star and Brioni brand ambassador Brad Pitt. The label recently opened a Beverly Hills store on Rodeo Drive, and in summer it inaugurated a new store concept in Frankfurt, Germany. It is called ‘Brioni Atelier’, a reference to the same, long-established tailoring workshops that Brioni is about to radically downsize. According to fashionnetwork.com.
Brioni is pleased to announce the opening of its first Atelier in Frankfurt. With the Atelier, Brioni has reimagined destination shopping in a new way, with dedicated one to one service, superior sartorial expertise and warm Italian atmosphere. Located in the heart of the German city, the space is conceived as an apartment, where clients can feel as comfortable as in their own home for a truly unique and entirely private experience.
The name Atelier offers a nod to the original Brioni sartoria which opened in Rome in 1945, as well as to the House’s highly skilled master tailors who continue to create one of a kind artistry with every garment, to this day. This new store is dedicated to their craft, focusing on the Bespoke and Made-to-Order services, with a curated gallery of seasonal ready-to-wear and accessories.
Spanning over 100 square meters, the space is imagined as the residence of a Roman man living in Frankfurt, mirroring the dynamic nature of the city and manifesting as a deeply comfortable environment where all clients can feel at home, as they explore the joys of Roman tailoring and hospitality.