Doha - Brioni, a brand that dresses the likes of Kofi Annan, Donald Trump, Richard Gere and even James Bond, has now turned its measure tape to Qatar. Partnering with Modern Home, Brioni's master tailor, Francesco Marrone will be in Doha on November 18 and 19 to present the "Made-to-Measure" tailoring service.
Asked why the master tailor must travel all the way from Italy for the launch, Nazar Najarian, the General Manager of Modern Home said: "Brioni is not just a fashion brand, it is the quintessential name in luxurious hand crafted menswear, that has for over fifty years brought its singular Roman sophistication and sartorial elegance to the most discerning clientele.
"Brioni tailors each piece of cloth to exact measurements. Not a buttonhole or lapel is a millimetre removed from where it ought to be. So much passion goes into Brioni's garments that their tailors train for four years before being allowed to handle actual fabric for clients."
Apart from being the guest of honour at the hosting event of Brioni's master tailor on November 18 and 19 at Al Sharq Village & Spa, Marrone will also find the time to take the measures of a select few VIP guests for their new 'bespoke' Brioni suits.
"Bespoke is not made-to-measure, although many people make that mistake," cautions Najarian. "A bespoke garment is totally customised from scratch -- not only to an individual's bodily proportions and taste, but even to their professions, and discreet, often unspoken needs."
In fact, before the 1960s each Brioni suit was completely made by hand. Even today, a Brioni suit can take two months, several fittings and a minimum of 185 steps before it is ready for its first public appearance.
Brioni has made sure that their pursuit of excellence does not limit their range. Over 5,000 exquisite fabrics are available, including the finest super-spun wools, silks and silk-blends, cashmere, and baby alpaca.
"Modern Home is the only franchise for Brioni in Qatar, offering not only the Brioni brand, but also the exclusively customised perfection that inevitably comes with it", said Najarian.
"Since Brioni suits are tailor-made to every inch of the wearer's body, they are carefully tailored to flatter every body shape and structure".
Brioni will undoubtedly find a small but select clientele of connoisseurs in Qatar. "We know that Brioni is not for everyone, and that's the way we like it," Najarian said.
Francesco Marrone's visit is already much anticipated by those who know and appreciate the essence of Brioni. They will finally be able to get their suits made right here in Qatar, rather than flying out to Italy for an exquisite Brioni suit.
© The Peninsula 2007
