Billionaire boy

Formula 1 boss Flavio Briatore does not believe in half measures. He lives the high life, permanently surrounded by a gaggle of supermodels, fathering a child with Heidi Klum between takes. Now he's interrupting his already busy schedule with a new business venture, launching a fashion line exclusively for the super rich.

Billionaire Couture, the name of the new line, is named after his nightclub on Sardinia. And the name says it all. This line is for the billionaire who has it all in spades and wants to add true decadence to his wardrobe. Think real gold buttons, diamond and ruby key chains, jeans for between £500 and £1,000 and jackets for up to £6,000.

"I want people to able to recognise a Billionaire Couture item immediately," the label's designer Angelo Galasso tells GQ. "Nowadays, a lot of men's fashion in Italy is too much about the brand. We are trying to do something a little more original. With Flavio, I see someone who is proud and powerful. When I started designing clothes for him, people would stop him and say, 'Flavio, you've lost weight!' 'No, he hasn't,' I'd tell them. 'It's the cut of my jackets.'"