Brioni takes the Grand Tour to Hong Kong

When Brioni first introduced the Grand Tour in the 1950s, it originally took the form of a series of global trunk shows from which the brand presented its offerings to retailers and high profile clients. Now, the Grand Tour is an important part of Brioni’s brand identity, an opportunity to connect with international clients on a more personal basis. 

The Grand Tour is a “su misura” (tailor made) experience through which clients can enjoy product personalisation and access to exclusive collections. A continuous journey as opposed to a retrospective gesture, the experience upholds Brioni’s ongoing commitment to bring its expertise beyond the atelier and across the world.

In its formative years, the Brioni Grand Tour took 300 shows across 40 countries, which was crucial to giving the traditional Roman atelier a global presence. In 2026, the Grand Tour takes on a new form. With the brand’s global identity well and truly solidified, the tour opts for a slower pace, but that doesn’t mean losing momentum. The tour begins with a four-day-stint at the end of May in Hong Kong, where attendees can expect limited edition fabrics, bespoke creations and appointments with Chief Master Tailor Angelo Petrucci. Shop