Brioni opens shop on Rodeo Drive

By

Jennifer Braun

Published
Oct 14, 2021

Kering’s menswear label Brioni has inaugurated a new store at 447 North Rodeo Drive. 

The new boutique replaces its Beverly Hills store and houses the ready-to-wear and accessories collections as well as its exclusive Bespoke service with a Brioni master tailor. 

The space offers subtle elegance and clean lines in a colour palette of sandy tones, palm greens and sky blues emulating Beverly Hills’ cityscape. Meanwhile, throughout the store is punctuated by Italian design pieces from the 50s and the 70s including items by Carlo Scarpa and Achille Castiglione.

As part of the opening, Brioni has introduced a limited-edition capsule collection exclusive to the boutique. The line features a micro-square and paisley combination print on a tailored jacket, two shirt styles, pajamas, pocket squares and scarves. It retails from $180 to $2975.

Brioni was acquired by Kering in 2011, and has been headed by Mehdi Benabadji since 2020. The brand has entrusted its collections to Austrian designer, Norbert Stumpfl, since September 2018. 

Earlier this year, it revealed a completely renovated store in Miami at Bal Harbour Shops. It also launched a capsule collection with Brad Pitt who has been a brand ambassador since 2019. With its focus on men’s formal wear, the luxury brand has struggled amid the Covid-19 pandemic, which has lead to restructuring plans amongst other changes.