#Brioni: history of the brand

One can hardly imagine a brand, that gave such a strong impetus to the development of men’s fashion as Brioni house did. The most influential men of the world consider it their duty to have a Brioni suit in their wardrobe. They are presidents, politicians, actors and businessmen. We had a talk with the daughter of one of the Brioni’s founders Gaetano Savini – Gigliola Savini about the history of the company, its values and plans for the future.

CABINET DE L’ART: Do you know what was at the very beginning of the brand’s history? What was your father’s main goal?

GIGLIOLA SAVINI: He was stylish, he was a businessman, he was a public relation.

He did everything to recreate his dream in 1945 together his partners. They decide to choose brand name “Brioni” that was at time Italian islands famous for elegant holidays.

In 1945, together with his partner, the tailor Nazareno Fonticoli, the enterprising Gaetano Savini opened the first Brioni boutique in Rome, thus permanently changing the concept of classical men’s style. It ought to be something accurate, memorable and associated with “dolce vita”. This is how the famous Brioni appeared, originating from the name of the resort of Brioni, which was very fashionable at that time and where the cream of society was resting.

Gaetano and Giorgio Savini

CABINET DE L’ART: If the Brioni house could be described in three words, which words would you choose?

GIGLIOLA SAVINI: Best, quality and innovation, within a few years, the brand have become a symbol of quality. The costumes by Brioni were made by hand and then released into mass production. They were characterized by perfect cut, high quality materials and rather bold colour solutions. The turning point in the history of the fashion house Brioni was the Gaetano Savini’s meeting with the “father of Italian women fashion” Giovanni Battista Giorgini, who introduce also the Brioni men’s creation in Palazzo Pitti in Florence in 1952. This event caused attracted foreign journalists greatly contributed to the promotion of the brand outside Italy.

Gaetano Savini and John Wayne

CABINET DE L’ART: Today the most influential people in the world wear Brioni suits: presidents, actors. What is the attractiveness of the brand?

GIGLIOLA SAVINI: That’s to Brioni’s clothes for first time the gentleman had the chance to choose a new way of dressing.

“Change their style”

“No longer were monotonus clothes in style and colour”

Gaetano and Gigliola Savini

CABINET DE L’ART: What is the main goal of the brand in the global sense?

GIGLIOLA SAVINI: Telling the world what to do for a man – beauty. The “winning idea” was to take a new path from the beginning. Not just to start with a classic tailor shop but a sartorial laboratory where new ideas were created to be at the service of men who wish to be updated.

Author || Daria Gorelik
Photos || provided by Gigliola Savini

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Новости

#Modern art in GUM10/4/19

Exhibition of the modern art will take place in GUM, from April 13 to May 28. The best Russian artists of our time will take part in it.

2019 will enjoy an incredible number of art show that speak on behalf of modern art. One of the highlights for Moscow will be the GUM-Red-Line Festival. Opposite the red walls of the Kremlin will be the work of the best Russian artists of our time.

The We Are One Family Art Show and Festival, which originated from the art project of BoscoMagazine, was chosen as the story line of the exhibition. For four years, famous Russian artists have revealed in their work the theme of the family. So each BoscoMagazine cover became an exhibition of one picture.

Sergei Bartkov

The project participants:

Vladimir Dubossarsky Oleg Kulik AES+F Andrey Bartenev Pavel Pepperstein Georgy Ostretsov Georgy Totibadze Konstantin Zvezdochetov Alexander Vinogradov Sergey Bratkov Semyon Faibisovich Grisha Bruskin Aidan Salakhova Bella Levikova Irina Korina Tanya Pioniker

From April 13 on the 1st line of the store will open the exhibition, built in the format of 16 art pavilions and designed by the architectural bureau WowHaus. It besides various genre works such as paintings and drawings, video and objects will be information about the artists.

Georgiy Totibadze. Autumn 2016. “Nachalo”

This will give visitors a possibly evaluate the life and career of the position of each participant of the project.

The Festival will provide a platform for an educational program that will include tours suitable for any audience. Do not miss a discussion panel featuring the artists, a performance by the Praktika Theater, film screenings, and an interactive master class on creating new contemporary art objects.

Photo provided by the organizers

Author | | Alina Izmailova

#London Fashion Week- Men 201711/1/17

This season London Fashion Week Men’s celebrated its 10th edition, with over 50 catwalks & presentations across four days. Watch all the highlights including shows from Vivienne Westwood, J.W.Anderson, Wales Bonner, TOPMAN Design, Craig Green and many more…

watch highlights here

#The tastes of Russia10/2/20

When foreigners come to Russia, their first and last gastronomic impressions of the country are usually pancakes, caviar and vodka. In order to destroy, but rather to supplement and diversify these taste “cliches”, in order to correctly present the national cuisine at the international level and in order to make gastronomic tourism an integral part of a visit to Russia, President Hotel has developed The Tastes of Russia series of dinners. It was about them that we talked with Liana Antonova, the marketing director of President Hotel of the Administrative Department of the President of the Russian Federation.

Evgenia: Please tell us about the idea of The tastes of Russia?

Liana Antonova, the marketing director of President Hotel

Liana: The tastes of Russia project is designed to show both the whole variety of cuisine of this country and the capabilities of our hotel itself. The purpose of these dinners is to introduce our guests to the traditional Russian courses in a modern interpretation. For a Russian guest, these dinners are an original gastronomic experience when you try a taste familiar from childhood in a new, completely unexpected combination. For a foreigner, the dinners are a unique opportunity to get acquainted with Russian food and spices, because it is hardly possible to be able to do that anywhere else.

We have analyzed a large study of Booking.com, where the top 40 largest cities of the world were ranked by their attractiveness to tourists: New York City, Moscow, Istanbul, Dubai were assessed in terms of culture, nightlife, friendliness, gastronomy and so on. It was pleasant to perceive that in many respects, Moscow is one of the leaders of the rating, but the food aspect was always inferior. And then we decided to set ourselves a very ambitious task – improving the position of Moscow and Russia as a whole in the foreign market of gastronomic tourism.

The concept of modern Russian cuisine has not yet been clearly formed. A traditional and already obsolete concept exists: “Russia is borsch, cheese pancakes, and pickled products.” But this is a standard, rather narrow, stereotypical set. After all, in addition to pancakes, we have plenty of other options: just take buckwheat porridge with boletus mushrooms, and you will be surprised at the interest with which it is perceived by tourists.

With these dinners we want to show how, on the basis of traditional, local food products, it is possible to create modern, complex, really interesting and conceptual courses, to form new culinary bases, and how to promote them internationally.

Evgenia: Each particular dinner is a new gastronomic story, an experimental story in many respects. What is its basis?

Liana: For each dinner our chief, Semyon Zharkikh, creates a separate menu. The composition is built around products traditional for one of the Russian regions. For example, the menu of our northern dinner included both king crab, and sea hedgehogs from Murmansk. Cooks develop different versions of courses, and ways of serving them, in order to present something interesting, unique, and offbeat. And, of course, national wines are added to the gastronomic heritage of the region.

Evgenia: And how does the spoilt Moscow public perceive our wines?

Liana: Enormous attention is currently paid to the development of the national wine-making, and most of our guests already know and appreciate wines of the Krasnodar region and Crimea.

Separately, it is worth noting how exquisitely wines are combined with courses. The person responsible for the selection of wines to our dinners is Alexei Mitrofanovsky, our director of restaurant services, the to-class sommelier: he prepares unique wine selections.

Evgenia: And how do you choose the theme for dinner?

Liana: We try to develop dinner menus together with chefs of well-known restaurants and we devote a theme to an area in gastronomy. For example, we had an evening of gastrobotany. And quite recently we had a “Dinner à la President”: we presented a selection of courses on the basis of the preferences of top officials of foreign states who stayed in President Hotel. In addition to the gastronomic component, we have an art part as well. within the framework of The tastes of Russia, we had a National Geographic exhibition and an exhibition of modern painting.

Evgenia: What awaits those courses that were created specifically for The tastes of Russia?

Liana: The positions that have gathered a lot of positive feedback during an evening are included into a special offer from the chef. They will be served in our bar and restaurant in a test mode. And then the courses that won the special love of the guests will be transferred to the main menu. Because we infinitely cherish the experiences of our guests. Many of them still remember the amazing carpaccio of porcini mushrooms. And this is fantastically pleasant and truly valuable and suggests that we are moving in the right direction. It is important for us to make our guests fall in love with our hotel, our city and our country.