Continental tilt

Understated European marques are muscling in on the luxury scene, traditionally dominated by splashy flagships and high-wattage branding. By May Yip

Published Fri, Nov 15, 2013 · 10:00 PM
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THEY may lack the flash, sex appeal and superstar names synonymous with luxury marques such as Gucci, Vuitton and Prada, but the latest continental labels to land in our malls make up for it in their stealth wealth cachet.

Brioni, an Italian fashion house specialising in made-to-order men's suits and luxurious tailoring, recently unveiled its first standalone boutique at Marina Bay Sands. The company, which has created suits worn by Pierce Brosnan in all his appearances as James Bond, and Daniel Craig in Casino Royale, has long appealed to the more discerning male customer. As Francesco Pesci, chief executive officer of Brioni, explains, the true pedigree of a Brioni suit is determined by how it feels when worn, and not just by its appearance.

"The Brioni suit is hand-tailored and crafted using traditional Italian tailoring techniques," says Mr Pesci, who was in town for the opening of the 1,720 sq ft store in September. "And just like how there may be many beautiful cars on the street and the difference between a luxury car and a regular one lies in its engine, the way a suit is crafted on the inside changes its performance. The comfort of a Brioni suit is second to none."

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