This October sees Brioni, launching their new limited-edition fragrance for men, 'Brioni'. In the 1950s, the brand introduced a limited series of men’s fragrances, which included the 'Good Luck' eau de cologne celebrating the chic and innovative elegance of the period. It's taken a while but Brioni are now ready to unleash their new fragrance, available as an eau de parfum will be produced in limited quantities exclusively in Brioni boutiques and select luxury retailers worldwide.

This new fragrance reflects Brioni’s signature style – classically elegant with a modern and sensual touch. The fragrance launched in style at the Brioni shop on Bruton Street in London, co-hosted by British music and style icon Bryan Ferry and Brioni's CEO Andrea Perrone as well as other suitably elegant guests.

Available beginning the last week of October 2009, exclusively in Brioni boutiques and select luxury retailers worldwide.