Moncler x Lulu Li Project
New Season: Men’s Trends to Know for AW24
Read & ShopForm a queue for the grand reopening of The Georgian on Monday 4th November – Prebook Now
Form a queue for the grand reopening of The Georgian on Monday 4th November – Prebook Now
AW23
This season, the nonchalant elegance that characterises Norbert Stumpfl’s approach to design extends far beyond impeccable Italian tailoring. Expect unfussy selvedge denim and ultra-luxe knitwear, translated into workwear-inspired silhouettes for the modern gentleman.
Shop MenswearMade in Italy
In 1959, Brioni opened an atelier in the Italian town of Penne, Abruzzo. The hope? To revolutionise tailoring while maintaining traditional standards of craftsmanship. That same atelier continues to operate today; when creative director Norbert Stumpfl first visited, it gave him goosebumps. “There were no machines,” Stumpfl tells us. “Just the quiet beauty of expert tailors working by hand.”
On the Red Carpet
Traditional tailoring codes, a quiet sense of modernity and just a touch of swagger – it’s easy to see why Brioni would appeal to Hollywood’s leading men. Brad Pitt, Drake and Leonardo DiCaprio are among the long list of stars to give Brioni their seal of approval, proving that the best style statements are those underpinned by quality and elegance.
Sprezzatura
With a design philosophy firmly rooted in Roman sartorial heritage, Brioni has always adhered to the art of sprezzatura – a uniquely Italian concept that describes a certain nonchalant elegance. As Norbert Stumpfl puts it, sprezzatura is “a way of dressing that is based on the formal look, but where the traditional codes are broken to create a more effortless outfit.”