Follow Up Scent Retains Self-Titled Name

Italian luxury menswear brand Brioni has announced plans to launch a second self-titled fragrance next month.

The new Brioni For Men follows on from the 2009 release. It aims to aims to reflect the brand’s “masculine elegance” through a mix of citrus, floral and woody tones.

Notes of Sicilian lemon sit alongside magnolia, Italian iris and violet, as well as smoked woods, saffron, cistus leaves, oud and black licorice.

Both products were created by nose Raymond Matts, who has previously been commissioned by the likes of Aramis, Clinique and Abercrombie and Fitch.

Bosses hired design duo Patrik Fredrikson and Ian Stallard to create the bottle, which features a hand-moulded glass cube and bronzed hand-brushed cap. The pair is already known to the brand as the creators of its collar pins, tie tacks and cuff buttons.

Brioni creative director Brendan Mullane said: “When a man wears a custom Brioni suit, he exudes a sexiness because he feels confident and protected. We wanted to bottle that feeling with a sensual and elegant scent.”

The fragrance will be available in Brioni boutiques and Selfridges from November priced at £215 for a 75ml eau de toilette.

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