By  on October 10, 2014

MILAN — Having tested the waters five years ago with a limited-edition scent, Brioni is rolling the dice with an unconventional strategy in launching  a fragrance it hopes will have staying power. The Italian luxury label, founded in Rome in 1945 and part of Kering since 2011, is best known for its custom men’s suits, sported at one time by the likes of Cary Grant and more recently by Daniel Craig as James Bond.

This story first appeared in the October 10, 2014 issue of WWD. Subscribe Today.

To continue reading this article...

load comments
blog comments powered by Disqus