The name Billionaire is pretty self-explanatory - clothes, shoes and accessories designed for wealthy men who do devote attention to the way they look. It is fair to say that the brand founder, Italian businessman Flavio Briatore, created it in 2005 for himself and his social circle. A successful ex-manager of Formula 1 established a brand concept that would allow men who tend to be restricted in choosing garments in contrast to women, to find their style, not too boring, but not too extravagant.
“A luxuriously eccentric wardrobe for mature men who are not afraid to show who they are and who they want to become” - this is how brand ambassadors describe their target audience. To ensure things become more attractive for buyers, Briatore decided to restrict the number of stores as inaccessibility increases interest. The first boutique was opened in 2005 in Porto Cervo in Sardinia. The choice of location is not random: in that very place in 1998 the businessman launched the project The Billionaire Club, a closed world-famous nightclub. Currently, the global reach of boutiques looks like this:
Ukrainian boxer Vasily Lomanchenko, the two-time Olympic champion and two-time world champion, became the brand's ambassador in 2019. It was he who appeared in the ring wearing a purple-yellow crocodile leather dressing gown, which had been sewn especially for him. Another athlete - the Dutch footballer Steven Bergwein posed in the brand's outfit for the cover of LifeAfterFootball magazine. Also, Mickey Rourke, an Oscar nominee as well as the famous fashionmonger, belongs to the brand’s fan-club. However, the brightest representative of the brand’s DNA (apart from to Flavio Briatore) is Philipp Plеin, whose fashion brand acquired a controlling stake in Billionaire Couture in 2016.
One day a storm of criticism has been caused by jeans with golden buttons. However, Flavio explained his idea to GQ magazine: “We created these jeans not to be marketable, but to be debatable». It is not a joke or something - it is marketing. ”The Italian does not have his hands in the design; he only tells the team what he lacks. This is how the ideas are born.
Today, Billionaire is conquering the right for luxury to those who seek exclusivity and uniqueness. For example, even their flip-flops have a serial number, and jeans are packed in cedar boxes. Besides, the items are handmade and produced by minor parties. Wearing brand items, buyer joins an exclusive closed club, access to which is pretty limited.