Brioni Shows Its Modern Suit

Opening night for the Rodeo Brioni boutique.

Famous for being the Italian couturier for classic Hollywood leading men such as Clark Gable, Gregory Peck and John Wayne, Brioni fashion house showed its modern suit on Beverly Hills’ Rodeo Drive.

The venerable Italian men’s fashion houseopened a boutique at 459 N Rodeo Dr. on May 10. It is “the ultimate experience of Brioni’s modern character,”saidFrancesco Pesci, the chief executive officer of the fashion house.

“The suit is the DNA of the brand,” Pescisaid. “It evolved into a lifestyle brand.” In fact, 40 percent of Brioni’s sales is non-formal wear.

Designed by Milan architects Niccoló Menichini and Ignazio Galante, only the third and final section of the shop is devoted to Brioni’s suiting. In the first section of the store, past the store entry, there’s a display of the fashion house’s accessories. The second half of the store offers non-formal clothes such as leather jackets, polo shirts and even T-shirts.For the man who’s ready for Brioni’s iconic made-to-measure suit, a store elevator will take him to the boutique’s VIP room for a fitting.

With Travertine stone flooring, marble touches, bronze fixtures, “cannettato” style wood walling, Menichini said he sought a subtle, elegance for the store. “It is luxury without screaming it,” Menichini said.

Party guests drankwhiskey sours and champagne. The store opening also was the fundraiser for Artists for Peace and Justice, a non-profit which raises funds for redevelopment in Haiti. The non-profit was founded by Oscar winning director Paul Haggis who also attended the event. Avanti!

Brioni's 12-foot high wardrobe closet. Architect Niccoló Menichini is pictured walking by the wardrobe.

Brioni's Francesco Pesci, left, with Paul Haggis.

Decades Inc.'s Cameron Silver in a vintage Brioni jacket.

Accessories display at Brioni.