BRIIT is the crossbreed of two cultures: British and Italian. Modern in its identity, it pulls on both countries’ respective histories and legacies as sartorial and design powerhouses – weaving these into a contemporary context, with a little dash of London eclecticism. BRIIT aims to influence and inspire on an international level.
Designed in London and Made in Italy, each one of BRIIT garments is crafted by a team of highly-skilled artisans in Puglia, in the south of Italy. This is where Vito de Luca (the brand’s founder) was born, raised and spent his formative years, before moving to London in 2002 to advance his career within the luxury industry.
It is his love of fashion, tailoring and all things British that spun the brand into effect, along with his connection to his Italian heritage, which is deeply woven into the fabrics of his design. The collection uses a simple colour palette as a base – grey, black, navy mixed in with accents of neutral earthy tones – to create a sophisticated aesthetic, where sartorial lines are combined with relaxed styles, resulting in a sleek and distinguished capsules of wardrobe saviours and neoclassic pieces.
SS18 is a capsule collection of restyled athleisure pieces, now staples in a man’s wardrobe. These items, once destined for the gym only, are offered as an integral part of the daytime wardrobe, often mixed with tailored pieces and worn with sneakers. The sweatshirts in the collection come in two versions, the first a classic fit embellished with embroidered logo. The raglan-sleeve option is a sophisticated interpretation of sportswear, with contrasting colourful stripes or statement metal zippers for an edgier look.
The knitwear selection includes three classic styles (a round neck, a deep V neck and a roll neck), revisited with a colour-block theme, very versatile and easy to wear. The location for the photoshoot for SS18 is Puglia, South of Italy, where the collection is actually produced. The campaign wants to highlight the contrast of white, traditional stone, and the typical flora, characteristic of this part of Italy, with the modernity of the clothes and their details.
The pictures were taken in Corte Zitoli, a private house originally from the 15th century, restored to its former timeless beauty, with added elements of contemporary minimalism. The AW18/19 collection finds inspiration from traditional British fabrics, such as tweeds and tartans, reinterpreted with a contemporary vision, and transformed into everyday statement pieces with sharp and tailored silhouettes.
All models used in this campaign are locals from both London and Puglia and not professional – an element which was important for the launch to show the Brand’s dedication to the authenticity of the chosen areas. Grosgrain and eco-leather details add elegance to the more formal pieces in the collection. Outerwear includes classic styles, such as the Chesterfield coat, the pea coat and the bomber jacket, revisited with elegantly contrasting colours and the use of traditional fabrics, such as Prince of Wales check. BRIIT have recently launched on Amazon Fashion, with their own website soon to launch. Be sure to follow @briituk to be the first to find out when they launch.
Article by Menswear Style