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June 27, 2012updated Feb 08, 2013

Real Men: New Brioni Spring Summer Collection

By Pardhasaradhi Gonuguntla

Milan – Reported by Elite Traveler, the private jet lifestyle magazine

Italian fashion house Brioni this week revealed their Spring Summer 2013 collection in the lush gardens of Milan’s La Triennale.

Named after the Isle of Brioni, once a popular destination for the wealthy of antiquity, high-quality tailoring makes the cornerstone of the Brioni brand. Designed exclusively for men and with a strong polo history, their style focuses on the image of the refined sporting gentleman, or ‘real men’ according to Brioni.

Using the concept of a Sunday trip to a favorite club, Brioni’s Spring Summer 2013 collection includes suave pieces such as tailored dinner jackets in metallic teal and red, and slim two-button white linen suits. The collection presentation in Milan saw models of Brioni’s ‘real men’, the movers and shakers in their respective fields gather for a day of summer recreation.

Actors Jack Guinness and Eros Galbiati, polo player Eduardo Novillo Astrada and art powerhouse David Gill enjoyed a game of badminton and croquet accompanied by a live jazz band. Colors such as fire engine red, ochre and mustard yellow feature heavily in the collection to reflect the Tuscan countryside in summertime.

Brioni’s tailored pieces are made-to-measure using traditional methods passed down from Italian tailoring schools of old. The brand emphasizes its jackets as bespoke items that should be like a ‘second skin’ to the wearer. The standout piece of the new collection is the ‘jardigan’-a modern rendition of a 1950s classic, it skims the body like a jacket but gives the lightness and comfort of a cardigan.

The aim of all the pieces in the collection, which also includes a range of beach towels and matching swimwear, is to provide sophisticated yet light summertime looks that hark back to an age of old-world gentility.

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