Brioni Launches “Brioni”, the First New Men’s Fragrance Since 1958

LONDON and ROME -

- Bryan Ferry to Host Launch Event in London

Brioni, Italy’s leading luxury lifestyle brand, is proud to announce the launch of a new limited-edition fragrance, “Brioni”. In celebration of the 65th anniversary of the house of Brioni, this new men’s fragrance pays tribute to the rich history of La Dolce Vita.

The launch event will take place in London this coming October 14th, and will be co-hosted by Brioni CEO Andrea Perrone, grandson of co-founder Gaetano Savini, and British music and style icon Bryan Ferry. Ferry, lead singer of legendary art-rock band Roxy Music, will be joined by other distinguished British and international guests to celebrate the global launch of the new fragrance at the Brioni shop on Bruton Street.

For decades, Brioni has addressed the unique needs of its sophisticated clientele with a tradition of refinement and quality. In the 1950s, the brand introduced a limited series of men’s fragrances, which included the “Good Luck” eau-de-cologne and celebrated the chic and innovative elegance of the period. This new eau-de-parfum will be produced in limited quantities and available beginning the last week of October 2009 exclusively in Brioni boutiques and select luxury retailers worldwide.

This new fragrance reflects Brioni’s signature style - classically elegant with a modern and sensual touch - and demonstrates the same attention to quality construction and exquisite detailing that has made Brioni and “Made in Italy” products famous around the world. The essence, packaging and distribution of this contemporary fragrance are designed exclusively by Brioni and are in keeping with the company philosophy: “To Be One of a Kind”.

“Our commitment to provide customers with distinctive merchandise and superior service today is stronger than ever,” said Andrea Perrone, CEO of Brioni. “The “Brioni” fragrance is a unique product, true to Brioni’s commitment to quality and refinement.”

Mr. Perrone is pleased to announce that Mr. Ferry will preside at the London launch in October. “The fragrance will appeal to our discerning customers, and we are very honoured that Bryan Ferry, who is himself a style icon and favours bespoke clothing, will be hosting with me the launch event next month.”

Source: Brioni

For more information please contact: Giulia Pessina, Brioni, giulia.pessina at brioni.com, T: +39-02-778-87-41