Will 2020 be a year that is crowned with every success for Brioni (Kering Group)? It is certainly shaping up to be, what with all the events that are planned to go ahead over the next 12 months, not least of which is the launch of the first fragrance from a brand’s new partnership with Lalique Group.

The two companies have signed a global licensing agreement for the creation and distribution of the Italian luxury menswear brand’s forthcoming perfumes.

Hot on the heels of news that Brad Pitt would be its new ambassador, Brioni...

Hot on the heels of news that Brad Pitt would be its new ambassador, Brioni has signed a licensing agreement with Lalique Group for the creation and distribution of perfumes. (© Brioni / Instagram 2019)

As it stands, no further information has been disclosed about this first perfume. However, we do know that it will go on sale in the last quarter of 2020, just in time for Brioni’s 75th anniversary. The fragrances will be distributed and marketed through Lalique Group’s global network, leveraging Brioni’s renowned brand in its key markets including the US, Russia, Europe and Japan.

Brioni will be in the news a lot next year. Not only has the fashion house recruited Brad Pitt as its new global ambassador with a first campaign due to be released in the coming weeks, but it is also organizing a special showing of its 2020 fall-winter collection at the Pitti Uomo in Florence on January 7.

As far as Lalique is concerned, the fragrances for Brioni allow the Group to expand its existing perfumes portfolio, which includes the brands Lalique Parfums, Jaguar Fragrances, Bentley Fragrances, Parfums Grès, and Parfums Samouraï.