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Case Study

Fashion, Retail & Luxury

Founded in 1945 in Rome, Brioni is a luxury fashion house with a difference. With its proud heritage and luxurious bespoke tailoring, Brioni is in a category all of its own.

AR New York first partnered with Brioni in 2005. The challenge was to remain faithful to the brand’s heritage and loyal clientele by developing a brand story that strengthened Brioni’s appeal with both male and female consumers.

Using AR New York’s proprietary Brand Truth process, we developed a positioning statement (“To be one of a kind”), which also became their tagline, resonating with the target consumer by recognizing the unique characteristics of the Brioni man and woman.

The private jet featured in the highly successful advertising campaign in 2005 became an iconic symbol of power. In subsequent campaigns, we have evolved the photographic style and visual language by harnessing Brioni’s signature deep red color.