Helmed in Asia by the Uomo Group, Flavio Briatore’s luxury menswear brand Billionaire Couture, makes looking a million dollars an understatement. Dana Koh speaks to the man himself.
If anyone knows how to mix business with, it is Flavio Briatore. Notorious for his sharp deal-making ways and luxurious lifestyle, the Italian boasts a career that spans Formula One team managing director—twice—to club owner, hotelier and restaurateur with properties in Istanbul to Monte Carlo catering to the international jetset.
As for the Far East, Briatore’s Billionaire Life “luxury services” holding company is partly owned by Singapore-based investment fund Bay Capital, allowing for better penetration into Asia. The youngest and burgeoning addition to Billionaire Life is Billionaire Couture, the “first international haute couture line exclusively for men”. Launched in 2005, the luxury label is today a joint venture with the Percassi Group, with retail expansion in Singapore helmed by Johnny Manglani’s Uomo Group.
In town to unveil Billionaire Couture’s latest boutique, Briatore shares how he puts the luxury in luxury menswear worldwide.
What made you decide to go into luxury menswear?
Two reasons: firstly, when it comes to fashion, women have a world of choices—I wanted to start a new adventure for the men; secondly, we’re trying to brand and sell a full Billionaire lifestyle, so menswear is an inevitable element for that.
Where does Billionaire Couture stand amid other heritage luxury menswear brands?
What sets us on par is that everything is created with utmost comfort, quality craftsmanship and materials, and invaluable details. What sets us apart is that our products are made strictly by hand in small ateliers across Italy; and thoughtful sizing—about 10 per cent of our clothes cater to wider frames.
Who is the Billionaire Couture man?
Every discerning man who appreciates quality. A Billionaire Couture creation isn’t his first sartorial investment, but he chooses to acquire it because he understands what he wants, and that is the consistency of lasting quality, good craftsmanship and stylish functionality be it in a jeans and a T-shirt or an embroidered suit.
What makes up your perfect suit?
Sharply tailored to properly fit my body type, in a soft material and in my favourite shade of blue.
As a purveyor of the luxury life, what is luxury to you?
At the end of the day, luxury is to be on a beach with no shoes for a week. And to be disconnected with no phone, no iPad, no Wi-Fi as well. This is why we’ve created hotels and resorts, including our latest Billionaire Resort in Malindi, Kenya.
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