After 50 years, Italian luxury design house Brioni has released a new self-titled fragrance. Act quickly though, because this scent is available for only a limited time. The inventory of the fragrance, which comes packaged in a leather case and retails for £250 per 100ml bottle, will be limited to only 100 bottles per Brioni store.
According to Brioni CEO Andrea Perrone, both the fragrance and its packaging represent the “maniacal attention to detail” that the company employs in all of its ventures. As an aside, Perrone just happens to be the grandson of Gaetino Savini, the company’s co-founder. In order to add to the feeling of exclusivity, both the creation and marketing of the new scent were carried out entirely in-house.
Even the design of the bottle exudes an air of exclusivity in that it is handmade by an Empoli glass-blowing company that was founded in the 13th century. Inspired by 1950s pieces that Perrone found in his grandmother’s home, the fragrance itself is just as timeless as the bottle.
Releasing a new fragrance aside, the company will need to expand into areas such as the Far and Middle East in order to continue its success. Perrone’s decision to expand into casual wear in 2004 was a wise decision, because this line has grown to become 40 percent of the company’s business. However, Perrone remains confident that tailored suits will make a resurgence.
Brioni makes a classic suit characterized by 50 years of impeccable production-line style tailoring. In 1956, the company even opened a tailoring school at its Penne factory, where young tailors are trained in the art and also learn computer technology and English. These fledglings are eager to travel whenever necessary, which makes them an even greater asset to the company. No wonder London’s Royal College of Art entered into a three-year partnership with Brioni in order to impart the fundamentals of tailoring on its young designers.