Paul Edmonds and Brioni – a match made in heaven

We’re big fans of Italian style institution Brioni, whose luxurious Roman tailoring has been garnering appreciative nods from discerning lovers of men’s style since the 1940s. Of course, we’re not alone – this month, Rough magazine showcases the label in feature ‘The Sixth Sense’, a story of sartorial elegance and the modern metro-alpha man.

The Rough team needed a setting that measured up to the refined style of their choice of gentlemen’s outfitter – the Paul Edmonds salon was their natural choice. Not only is our Georgian-inspired townhouse unapologetically luxurious, it’s also a stunning juxtaposition of modernity and heritage, of calm elegance and bold eclecticism – the perfect accompaniment for a true 21st century man of style.

Take a look at the video, as it follows a man dressed head-to-toe in Brioni visiting our salon for his grooming experience. Styling the actor’s hair for the shoot, the Paul Edmonds team used Shu Uemura Essence Absolute and Extreme Urushi to create a sleek modern look – a perfect match for the Brioni wardrobe.