Nazareno Fonticoli, a tailor in the ancient city of Penne in the Abruzzo Region of Italy, and the entrepeneur Gaetano Savini founded the Brioni tailor shop in via Barberini in Rome. It is their that the dream of Italian high fashion for men took shape in 1945 with a blend of technical and stylistic excellence. It was in 1952 that Brioni innovated the men's fashion show concept at Palazzo Pitti in Florence which was already the window of Italian fashion. In 1954, Brioni conquered the United States and the film industry, becoming the chosen wardrobe for many clebrated Hollywood stars. In 1957, Brioni added a touch of colour to the formalwear and in particular to a series of dinner jackets which culminated in the Hess collection. In 1958, the "Good Luck" fragrance was launched.
In the 1970's, the world saw experimentalism erupt on the fashion scene. Brioni kept the relationship between innovation and traditions intact. Increasingly aware of how they present themselves, men started opening their wardrobes not only to more colors, but also to new combinations of colorways and accesories. In the 70's Brioni created a tie line.
In 1985, the Nazareno Fonticoli Scuola Superiore di Sartoria tailoring school was founded. The fashion school was conceived to teach the ancient craft to a new generation.
In the 1990's the company had great expansions. In addition to the englared Penne site they had more then 300 shops around the world. In 1995, they opened a New York boutique on 57th street.
Brioni is universally recognized as one of the most prestigious luxury brands in the men's fashion world.