Brioni presents ‘Primo’, a contemporary reinterpretation of the brand’s iconic suit. Named after the Italian word for ‘first’, the ‘Primo’ suit is an introduction to the effortless elegance of Roman tailoring. A masterful construction, cut to a slender slim-fit silhouette, ‘Primo’ articulates signature Brioni with a modern twist, ensuring artistry and precision, underpinned by the finest wool fabrics and finishes, including twill, sharkskin, stripes, birdseye, and micro-patterns.
To portray the collection, Brioni partnered with friend of the House Armie Hammer. Captured in Los Angeles by photographer Gregory Harris, the campaign is a fresh portrait of the American actor arriving on set and taking center stage while wearing the ‘Primo’ suit in a contemporary distillation of the Brioni style.