MILAN--In an attempt to appeal to a younger demographic, Brioni drafted Los Angeles-based artist James Welling to spruce up their Italian tailored suits and leisure wear which normally appeal to the 40 to 50 set.
"Since the fall 2014 mens collection, Brioni has been trying to inject a more youthful look into its lineup," a spokesman for the company said, adding that the historic Italian brand is now projected towards the 30 to 40 age group.
Welling's digital-like So-Cal floral prints, as well as exaggerated hounds tooth patterns were the hallmarks of the collection. Characterized mostly by a casual Los Angeles 1950's-era theme, the collection included several sports wear items like golf polos, blousons and even a letterman jacket with the Brioni "B" in high-school football team-inspired calligraphy.
Coinciding with the spring summer 2015 collection, during Milan's fashion week, Brioni opened its largest store to date: a 13,000 square foot flagship store on Milan's Via Gesu -- just a few steps from the Versace headquarters, in the Quadrilatero shopping district.
The key element of the opening was the unveiling of the "Brioni Miror", a (an in-store app of sorts) digital platform that allows clients to simulate and visualize suits in thousands of styles, fabric types, colors and patterns in real time and in detail on a virtual mannequin.
"Clients no longer have to imagine what a garment will look like based on fabric samples," CEO Francesco Pesci said in a statement.
Brioni is not the first fashion house to step onto the digital- dressing bandwagon.
CLX Europe, which also works with Ermenegildo Zegna and other Kering labels like Gucci, developed the technology.