Brioni and Mytheresa marked the unveiling of the exclusive Riviera collection with an extraordinary two-day celebration along Italy’s iconic Amalfi Coast, blending timeless elegance, refined hospitality, and the unparalleled artistry of Italian tailoring. Set against the dramatic cliffs and crystalline waters of southern Italy, the event paid tribute not only to the effortless sophistication of Mediterranean living, but also to Brioni’s enduring legacy as one of the world’s finest maisons of menswear craftsmanship.
The experience began in Amalfi, where guests arrived at the picturesque harbor before being privately escorted by boat to the stunning Borgo Sant’Andrea. Suspended between sea and sky, the luxury retreat offered the perfect backdrop for an intimate evening hosted by Francis Belin, CEO of Mytheresa, alongside Federico Arrigoni, CEO of Brioni.
Guests enjoyed a refined cocktail reception and dinner inspired by the flavors of the Mediterranean coast, while the sound of the sea and the soft glow of hundreds of candles transformed the hotel’s exclusive seaside terrace into a dreamlike setting of understated romance and timeless Italian glamour.
Before the dinner began, Francis Belin welcomed guests with a warm and entertaining speech, sharing amusing anecdotes about Brioni’s enduring connection with some of cinema’s most iconic leading men, including Pierce Brosnan, who famously wore the maison while portraying James Bond. Belin recalled how legendary actors have chosen Brioni for defining moments both on and off screen, underlining the maison’s unique ability to embody masculine elegance with effortless sophistication. The stories set a convivial and intimate tone for the night, celebrating not only fashion, but also the cultural legacy and cinematic allure associated with the brand.
As the evening progressed, a live DJ set brought a vibrant energy to the celebration, with guests dancing late into the night against the spectacular Amalfi backdrop.
The following day, the experience continued in Positano, one of the Amalfi Coast’s most enchanting destinations. At the legendary Hotel Il San Pietro di Positano, guests were invited to discover the essence of Brioni’s savoir-faire through a private masterclass led by Chief Master Tailor Angelo Petrucci. The session offered a rare glimpse into the meticulous world of bespoke tailoring, a craft that has defined Brioni since its founding in Rome in 1945.
More than simply creating garments, Brioni has long elevated tailoring into an art form. Every jacket reflects dozens of hours of handwork, executed by master artisans whose expertise has been passed down through generations. From the precise construction of the shoulder to the fluidity of the silhouette, each detail is designed to achieve a balance of structure, comfort, and effortless elegance. During the masterclass, guests witnessed firsthand the extraordinary attention to proportion, fabric selection, and hand-finishing techniques that distinguish Brioni within the world of luxury menswear.
Angelo Petrucci also emphasized the maison’s commitment to longevity and sustainability, explaining how Brioni suits are created to endure for decades rather than seasons. He shared how the brand continues to offer alterations and restorative tailoring services even years after a garment has been purchased, ensuring that each piece can evolve alongside its owner while preserving its impeccable fit and craftsmanship over time.
Adding a more personal and entertaining touch to the conversation, Petrucci delighted guests with humorous anecdotes from his career, including stories of visiting the homes of internationally renowned actors to personally adjust and perfect their suits before major events and film premieres. These intimate glimpses into the relationship between Brioni and its loyal clientele further highlighted the level of dedication, discretion, and artisanal care that has made the house synonymous with timeless masculine elegance.
Throughout the presentation, Angelo Petrucci reinforced Brioni’s philosophy that true elegance is never forced, but rather achieved through quiet perfection and uncompromising craftsmanship.
Following the tailoring experience, attendees enjoyed a sophisticated lunch at Zass, the hotel’s Michelin-starred restaurant, where panoramic views of the coastline complemented the refined atmosphere of the occasion. The gathering brought together an international mix of actors, tastemakers, press members, and creatives including William Abadie, César Domboy, and De Rrusie, all embodying the understated sophistication that defines both Brioni and the Riviera lifestyle.
More than a celebration of a new collection, the event represented a tribute to Italian excellence, where craftsmanship, hospitality, and timeless style converge. Through the Riviera collection, Brioni once again reaffirmed its mastery of tailoring, demonstrating how heritage techniques and modern elegance continue to shape the future of luxury fashion.
