The “Made in italy” Treat­ment in las Ve­gas

Wynn Magazine - - MADE IN ITALY -

In Fe­bru­ary of 1951, a Floren­tine an­tiques and art dealer named Giovanni Bat­tista Giorgini took it upon him­self to make Ital­ian cloth­ing fash­ion­able—and ex­portable—by invit­ing buy­ers from the big­gest North Amer­i­can com­pa­nies to swing by his Florence villa af­ter the an­nual Paris run­way sea­son. As part of the soirée, Giorgini mounted Italy’s very first fash­ion show, fea­tur­ing, among oth­ers, the de­signs of a lo­cal march­ese named Emilio Pucci. The gam­ble paid off, or­ders poured in to lo­cal ate­liers, and “Made in Italy” be­came all the rage. In 1952, the event moved into the Pitti Palace, where the Ro­man fash­ion house Bri­oni hosted an­other first: a men’s fash­ion show. Since then, Florence’s an­nual fash­ion pa­rade has in­tro­duced such de­sign­ers as Valentino and Ar­mani to the world, and to­day’s Pitti Im­mag­ine cal­en­dar in­cludes half a dozen an­nual fash­ion shows in Florence’s Re­nais­sance-era Fortezza del Basso. But fans no longer have to make the pil­grim­age to Italy to get a be­spoke Bri­oni Su Misura suit like the one Daniel Craig wore in Casino Royale. The Bri­oni bou­tique at Wynn is the only one in the US to of­fer the brand’s Miror tech­nol­ogy, a kind of vir­tual closet in which a com­put­er­ized 3-D tai­lor­ing sys­tem al­lows clients to choose from among 1,500 fab­rics and 8 mil­lion styling com­bi­na­tions. While the suits may take shape in Ve­gas, this is still a “Made in Italy” ex­pe­ri­ence: All Bri­oni master tai­lors are trained at the com­pany’s own tai­lor­ing school in the Abruzzo moun­tains, where they study no fewer than 220 steps of work­man­ship, from draw­ing and cut­ting to the proper way to iron.

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