The Tamesis
With its La Donna Atelier, Brioni continues to push the boundaries of customization, capturing women’s attention without trying to transfer them into masculine territory. This project aims to fill a gap that has long existed in the luxury sector for women looking for truly bespoke tailoring. The store, located at Via Senato 28, is housed in an elegant Art Nouveau space and marks a first for select boutiques around the world.
At the Brioni studio, every story begins with fabric, and this also applies to seasonal collections. The latest products include textiles with a lighter feel and brighter surfaces. Rooted in Brioni’s heritage of power suits, the collection revolves around crafting impeccable blazers, coats and shirts. Lightweight knits, heavyweight jackets with sophisticated outerwear designs, and safari jackets with knitted collars and removable scarves are designed to accompany women in all aspects of life. The same goes for single- and double-breasted silhouettes—from double-faced cashmere peacoats to herringbone trench coats with leather panels and, finally, tuxedos. This wardrobe is designed with versatility at its core.
The palette changes from clay to smoky grey, from deep blue to warm brown, extending into peach and burgundy. Each garment is fully customizable, both in fabric (solids, checks, stripes and double-faced wool) and in finishing details (from lining to buttons to monogramming). In this new chapter, Brioni is creating a space specifically for women on their own terms, rather than requiring them to adopt a masculine language of tailoring.
