Braccialini: the florentine heritage of whimsical and colourful leather goods

Reinterpreting its heritage Braccialini, the iconic Italian brand from Florence, is celebrating its 70th anniversary this year. "We were born in Florence, and the natural and architectural beauty of Tuscany greatly inspires our creations," shares Daniela, the brand's sales agent.

Acquired in 2017 by a Tuscan company specialising in leather goods and jewellery, Braccialini stands out for its unique approach, blending leather goods and accessories with elements inspired by jewellery design. This craftsmanship, enriched by meticulous attention to detail, reflects the brand's personality, dedicated to the boldest, strongest individuals who love colour. This year’s collection features a playful collaboration with Warner Bros, showcasing Looney Tunes characters, a partnership that reflects Braccialini's values: boldness, originality, and unapologetic uniqueness.

An exploration at Who’s Next


Participating in Who’s Next is a first for Braccialini, a crucial opportunity to test new markets and validate expansion strategies. "We came here primarily to observe the dynamics of the show and explore the creative opportunities it can open up," explains Daniela. The brand aspires to expand further internationally, particularly in Asia and North Africa, and views Paris as a gateway to new commercial horizons. The notable presence of Asian and North African visitors reinforces this approach. Already well-established in South Korea with two boutiques, Braccialini is in talks to expand into Vietnam, while development prospects in Japan and China are also being explored. The brand sees Who’s Next as a springboard for meeting new partners and strengthening its presence in emerging markets, by expanding its distribution channels, whether through franchises, online stores, or wholesale.

A promising experience full of opportunities


Who’s Next has offered Braccialini more than just a chance to reconnect with its agents and distributors; it has been a true crossroads of inspiring encounters and new perspectives. Daniela does note that the format of the show can sometimes seem "a bit fragmented, with more intimate spaces and a nuanced offering." However, she views these aspects as opportunities. This event has proven to be much more than a place for direct sales. It has allowed the brand to forge valuable connections with professionals they rarely meet in Italy. "These exchanges are an invaluable opportunity for us. We are hopeful that these encounters will strengthen our network and open doors to new markets, full of promise."

Who’s Next thus becomes a genuine launchpad for future collaborations and international successes, driven by a dynamic of growth and optimism.


Braccialini’s experience at Who’s Next is part of a broader ambition to explore and experiment with new territories, all while betting on the authenticity and originality of its creations to stand out. The brand looks to the future with optimism, propelled by a collection that celebrates its Florentine heritage while remaining firmly focused on innovation and international growth.

Yann Jobard

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