Daniel Craig wearing Brioni in James Bond Casino Royale
If you ask any fashionable man if they would like to own a Brioni suit, the answer would be a resounding yes. After all the Italian luxury clothing line has created bespoke suits for Daniel Craig and Cary Grant,. In 2009, Brioni introduced a limited-edition scent, and now in a very crowded fragrance market, Brioni is back with a $280 fragrance, sans ad campaign or major marketing.
Photo By Thomas Iannaccone
According to WWD, “Brioni creative director Brendan Mullane noted, "This was my first experience [creating fragrance] from A to Z. It was kind of baptism by fire,” Mullane said, adding, “It’s not a mass-market scent….It’s for someone who appreciates the true luxury elements and an artistic design object. I associate it with growing up as a child, [when] my mother used to have all the iconic fragrance bottles, some with frosted glass. That kind of reference is timeless, in a sense….It’s about density and how it lingers — does [the perfume] make somebody’s head turn after three hours? The one thing we were so insistent on was [that] we didn’t want it to smell like a bestseller or something else [already on the market],” Mullane said, a somewhat surprising statement for a commercial entity.
The glass bottle, was designed by Patrik Fredrikson and Ian Stallard — who created a line of Brioni cuff links, tie clips and collar pins
Sr PerfumerFrank Voelkl developed the fragrance with some assistance from Raymond Matts. Top notes include cold-pressed Sicilian lemon, while the heart contains magnolia, iris and violet, and the drydown is a woody accord with saffron, cistus leaves, oud and black licorice.