Brioni was the first tailor for menswear to use bold colors and lighter material, introducing new silhouettes using slimmer shapes with natural shoulders. In 1952, Brioni staged the first men's fashion show in history, inside the Sala Bianca at Palazzo Pitti in Florence, where the Peacock Revolution was introduced. Brioni also invented the trunk show, during which the collections were presented directly in stores, allowing customers to personalize the garments with the "Su Misura" service (made-to-measure). Brioni promoted the “total look”, manufacturing suits, hats, ties, shirts and shoes. In 1959, a production plant was opened in Penne, Abruzzo, birth town of Nazareno Fonticoli. Called Brioni Roman Style, the state-of-the-art factory introduced the concept of Prêt Couture, or ready-to-wear Haute Couture that sealed the international rise of the brand.