Brioni brings the resources of a major Italian brand to Milan. Nazareno Fonticoli and Gaetano Savini founded it in Rome in 1945, with a first shop at Via Barberini 79; in 1952 it staged what is regarded as the first men's fashion show, in the Sala Bianca of Palazzo Pitti. Clark Gable, John Wayne and Cary Grant wore its suits in the 1950s, and it dressed Pierce Brosnan's James Bond from GoldenEye in 1995. Production is in Abruzzo, centered on Penne, where Brioni opened a factory in 1959 and a tailoring school in 1985.
The Milan flagship opened on Via Gesù in 2014 across three floors and 1,200 square meters, then the brand's largest store. At the opening, six tailors worked there full time, adjusting ready-to-wear and making made-to-measure garments. The second floor holds the Su Misura service, with fabric books, a VIP room and fitting rooms with three-way mirrors, so clients are measured and fitted in Milan.
The question is the level of make. Gentleman's Gazette, reviewing Brioni jackets in 2023, found them fully canvassed and very well made but with some machine stitching, on a par with high-quality made-to-measure rather than handmade bespoke, and judged the value below average at full price. It suggested budgeting about $10,000 for made-to-measure. Brioni does not publish prices, and enthusiast forums have long debated whether its su misura is bespoke.
Choose Brioni for a polished, full-canvas suit from a famous name, measured and fitted by tailors on site. For a pattern cut by hand for you alone, Milan's independent sartorie offer more craft for the money.
TailorGuide score
Each test is scored out of 10 and weighted. Scores set the order within Milan; they are not compared across cities.
- CutCut and construction35%
- 9/10
- FitFit and fittings30%
- 8/10
- ReputationReputation over time20%
- 8/10
- ServiceService15%
- 7/10
- Founded
- 1945
- House style
- Polished Roman cut, fully canvassed
- Best for
- A made-to-measure suit from a major Roman house, fitted in Milan
- What they make
- Made-to-measure suits, jackets and formalwear, ready-to-wear, alterations, shoes and accessories
- Su Misura made-to-measure
- From about $10,000 · 2023 budget figure; Brioni does not publish prices
- Ready-to-wear jacket
- From about $3,000 · 2023 figure; most cost $4,000 to $5,000
Prices are approximate and change with the fabric and customizations you choose. Confirm the price and the number of fittings before you order.
History
- 1945Nazareno Fonticoli and Gaetano Savini found Brioni in Rome, with a first shop at Via Barberini 79
- 1952Stages the first men's fashion show, in the Sala Bianca of Palazzo Pitti, Florence
- 1959Opens its factory in Penne, Abruzzo
- 1985Opens the Scuola di Alta Sartoria, its tailoring school in Penne
- 2011Acquired by the French group PPR, renamed Kering in 2013
- 2014Opens its three-floor Milan flagship on Via Gesù, with six full-time tailors
Clients named in published sources include Clark Gable, John Wayne and Cary Grant.
Questions
Does Brioni make bespoke suits in Milan?
Its Milan flagship on Via Gesù offers Su Misura, Brioni's made-to-measure service, on the second floor, and six tailors worked in the store full time when it opened in 2014. Production is in Abruzzo, centered on Penne. Ask whether your order will be cut from an individual paper pattern or adapted from a house pattern.
How much does a Brioni made-to-measure suit cost?
Brioni does not publish prices. Gentleman's Gazette advised budgeting about $10,000 for made-to-measure in 2023, more for the finest fabrics, and put ready-to-wear jackets from about $3,000.
Where is Brioni in Milan?
On Via Gesù in the Quadrilatero della Moda, between Via Montenapoleone and Via della Spiga, in a three-floor flagship that opened in 2014. ANSA and Affaritaliani gave the address as Via Gesù 2A.
Who owns Brioni?
The French luxury group Kering, which bought it in 2011 when the group was called PPR. Federico Arrigoni has been chief executive since May 2025, and Norbert Stumpfl has led design since 2018.
By TailorGuide · Updated April 2026
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