Brioni opens a boutique on Paris’s Rue Saint-Honoré

Brioni reinforces Paris’s status as one of its key international destinations with the opening of its boutique in the Ville Lumière, located at 229 rue Saint-Honoré.

Set across two levels, the new space welcomes visitors into a contemporary, refined setting defined by natural materials and a warm colour palette that pairs polished travertine and herringbone oak with neutral-toned surfaces and dark metal details.

Linen in shades of beige and blue wraps the furnishings and panelling, helping to create a luminous atmosphere in harmony with the brand’s aesthetic. A curated selection of vintage Italian furniture lends the space a timeless character, adding depth and refinement. Iconic pieces of 20th-century design, including armchairs, tables, and original furnishings, dialogue with the boutique’s materials and colour palette, creating an elegant, understated balance.

The new Brioni boutique showcases the brand’s men’s and women’s ready-to-wear, formalwear, leisurewear, accessories, and fragrances, and offers an exclusive bespoke service.

Founded in 1945, Brioni was the first menswear brand to stage a fashion show (in Florence’s legendary Sala Bianca) in 1952. The fashion house has been part of the Paris-based French luxury group Kering since 2011. From 2018, the brand’s direction was shaped by the acclaimed Austrian menswear couturier Norbert Stumpfl, whose tenure came to an end last week. Under Stumpfl, Brioni also expanded deftly into womenswear, expressing an understated luxury with rare aplomb.

In recent months, between July and September, Brioni also opened stores on the fourth floor of the Lotte World Tower in Seoul, at Dubai Mall, in Tokyo’s Roppongi Hills on the renowned Keyakizaka Street, and in Monterrey, Mexico, inside Palacio de Hierro. The Rome-based high-end men’s tailoring brand boasts a global presence with stores in numerous countries, notably Italy, the US, the UK, France, Japan, China (including Hong Kong), the United Arab Emirates, Qatar, Kuwait, Mexico, Russia, India, South Korea, Turkey, Switzerland, Azerbaijan, and Uzbekistan.