The fashion house was founded by the master tailor Nazareno Fonticoli and his business partner Gaetano Savini to establish an haute couture label for menswear. They had their first fashion show in 1952 and quickly developed into a famous brand, which also found favour with male Hollywood stars. Under the name Brioni are sold mainly the highest quality men's fashion and accessories. Parts of the collection are made by hand. Typical for Brioni is the figure and waist emphasizing cut.