Brioni is an Italian menswear luxury fashion house based in Rome and specialized in sartorial ready-to-wear, leather goods, shoes, eyewear and fragrance, and provides a tailor-made service (Bespoke).

Brioni was the first tailor for menswear to use bold colors and lighter material, introducing new silhouettes using slimmer shapes with natural shoulders.

[1] Brioni also invented the trunk show, during which the collections were presented directly in stores, allowing customers to personalize the garments with the Su Misura service (made-to-measure).

American movie stars of the 1950s such as Clark Gable, John Wayne and Cary Grant wore Brioni suits in Hollywood, giving international exposure to the brand.

[6] In 1985, the company opened a tailoring school in Penne with the aim of transmitting to younger generations the specific Brioni sartorial method.

[13] Andrea Perrone took over as CEO[14] and appointed Alessandro Dell'Acqua as creative director of womenswear in May 2010,[15] but the brand discontinued its women's line the following year.

[17] For the past decade, the brand had been struggling to redefine itself, the influence of streetwear and casual office wear was driving the younger clientele away from the traditional suits tailored by Brioni.

[25] O'Shea looked for a reinvention of the brand by appealing to new customers, featuring stronger shoulders, smaller waist and longer jackets.

[26] On March 23, 2016, luxury conglomerate Kering announced that it had appointed Justin O’Shea, a heavily tattooed Australian and street-style enthusiast, as creative director.

Cashmere, silk, vicuna and suede prevailed to create a lighter informal feel to the house's iconic yet muted suit designs.

[49] Brioni has hired movie stars for its advertising campaigns including: Samuel L. Jackson[51] and Sir Anthony Hopkins[52] in 2017, Harvey Keitel[53] and Pierce Brosnan[54] in 2018, Matt Dillon in 2019,[55] Brad Pitt in 2020,[56] and Jude Law in 2022.

[59] In the 2008 Coen brothers' film Burn After Reading, Brad Pitt's character tries to convince a co-worker that she should consider dating a guy based on the belief that he is wearing a Brioni suit.

[60] In the pilot episode of The Good Wife, Alicia Florrick's boss comments that her colleague Cary Agos is wearing Brioni.