Brioni Goes International
There’s been a lot of insidery talk about Brioni getting bought up, but it’s not quite as complex as all the finance-speak suggests.
They’re moving up to the big leagues. And depending on how you feel about regional Italian style, it might not be a good thing.
The bid is coming from the French conglomerate PPR, for over 300 million Euro. It’s the same firm that took control of Gucci in 2004, which should give you a pretty good idea of where Brioni’s headed. They’ve always been one of the Italy’s tonier brands, but if this goes through you can expect a full-scale relaunch of the brand. When they emerge, they’ll be less Italian and more international, like Prada, Louis Vuitton or, well, Gucci.
If you still want your suit to feel like it was made 100 miles from Naples, it might not be cause for celebration. But they’ve already got a head start on the rakish globe-trotter look.
- — Russell Brandom