Brioni is a brand known for effortless Roman chic and elegant tailoring. It has a certain ease to it. You know, that simple, stylish quality that Italian men just have? That’s Brioni. The brand has had a number of fragrances over the years (all discontinued) and for 2021 they are launching a new signature fragrance: Brioni Eau de Parfum. To create this new signature, Brioni partnered with the Lalique group and worked with Robertet perfumer Michel Almairac (who has his own brand Parle Moi de Parfum), who pieced together a perfume with “few raw materials“. The result is a simple and elegant perfume that feels perfectly on brand.

I’m going to start this review by telling you that Brioni Eau de Parfum, had absolutely no right being this good. Yes, I know that’s a massive spoiler for how this review is going to go, but hey, I can’t always keep you hooked on suspense can I? So often, mainstream masculine fragrances are cheap, dull, derivative, or all of the above, which leads one to approach something like Brioni without much excitement, but let’s just say now that it is absolutely none of those things – in fact, I’d say it was luxurious, satisfying and stylish, and definitely a cut above its contemporaries.

 

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Parle Moi de Parfum translates as ‘speak to me about perfume’ and it’s a name that I, as a writer of perfumer, can certainly get on board with. The brand is a family affair – created by Benjamin Almairac who, with his mother and brother, created a retail space in Paris that is also a functioning perfume lab, making perfumes created by his famous perfumer father, Michel Almairac (Gucci Rush, L’Artisan Parfumeur Voleur de Roses and Dior Fahrenheit, to name but a few). Perfumery is in the DNA of the brand it seems!

There are currently ten fragrances in the line, each of which is presented without gimmick. The idea of talking about perfume extends past the lab into the fragrance names, each of which contains a number that represents the number of modifications each formula went through before the final composition was agreed upon. One of the brand’s newest fragrances is Orris Tattoo / 29 – a perfume that centres on an icon of perfumery: the iris root. Parle Moi de Parfum describe the scent as being a “permanent scented reminder, a universal symbol, a unique self-expression like an invisible tattoo that withstands the test of time”, utilising a legendary material as olfactory ink. Colour me intrigued.