Brad Pitt stars in Brioni’s 75th anniversary campaign

By

Robin Driver

Published
Jan 10, 2020

Kering-owned menswear brand Brioni has revealed its campaign for Spring/Summer 2020. Entitled “Tailoring Legends,” the campaign features brand ambassador Brad Pitt and celebrates the label’s 75th anniversary.
 

Shot in Los Angeles by Mikael Jansson, the black and white campaign images show Pitt in a range of ready-to-wear and eveningwear from the Italian brand’s Spring/Summer 2020 collection.
 
The portrait series aims to channel the American actor’s “laidback and effortless appeal” through an intimate atmosphere.

“I’ve always admired Brioni’s elegant and timeless designs,” commented Pitt in a release. “The brand embodies creativity, quality and excellence.”
 
The campaign is being rolled out now in business newspapers and supplements, as well as via digital media outlets. Outdoor and airport billboards in selected cities around the globe will also feature the images.
 
The campaign will be further promoted with a behind-the-scenes video of the photo shoot, which is set to go live on the brand’s digital channels later in January.
 
Brioni’s 75th anniversary celebrations have also included a lavish event hosted during the opening of Pitti Uomo earlier this month.
 
The Italian brand unveiled its collection for Fall/Winter 2020 at Florence’s Palazzo Gerini, dressing a classical music ensemble in its latest apparel offering as they played pieces by the likes of Tchaikovsky, Debussy, Handel and Henry Purcell in the 16th-century palace’s different rooms.
 
Founded in Rome in 1945, Brioni has seen four creative directors and as many CEOs over the last five years. The brand is hoping that current designer Norbert Stumpfl and CEO Mehdi Benabadji may be able to bring back some stability to its operations.