Men’s barbershop: the return of old-fashioned gentleman aesthetics and beauty rituals

Regular visits to the men’s barber to perfect grooming, well-groomed aesthetics – think of Achille Lauro at the first live show of the Exclusive habits, such as evenings spent in private members clubs, speak of a return to the codes of gentlemen, which perhaps never declined. Today, thanks also to the example set by the handsome Lucien Laviscount, the Alfie of Emily in Paris, who has opened up a universe of possibilities for those who find themselves in yesterday’s beauty models, is conquering a younger clientele. It is no coincidence that the thirty-two-year-old actor was chosen by Kilian Hennessy, founder of the perfume brand of the same name, as the face of the eau de parfum Old Fashionedthe latest creation of the fashion house launched during the Venice Film Festival.

Kilian is not the only brand to bring back old values ​​from times gone by, recently too Penhaligon’sthe British perfume house of the court nose at the time of Queen Victoria, presented The Dandyin the exclusive setting of the private Cipriani club in Milan which recalls the typical smell of whiskeys sipped discreetly by gentlemen on the velvet sofas of gentlemen’s clubs, like those we admired in the scenes of the Bridgerton series. Woody, with a touch of bergamot, raspberry warmed by patchouli, and intense notes of cedar, amber, oak and the inevitable smoke, it is an evocation of slow moments lingering in more or less futile conversations in exclusive places.

The world of barbering is also following this trend and old-fashioned male grooming approaches are back in fashion, attracting old and new gentlemen.

THE’Atelier Pisterzi, Italian Grooming Art, located in the heart of via Montenapoleone, in Milan, at number 17, in a private and elegant apartment, it is an example of a perfect male refuge where you can take care of yourself, away from stress. The Milan Atelier is part of the Barberia Atelier collection founded by Gian Antonio Pisterzi, who also has an address in Soho at 367 West Broadway. «New York is an extremely competitive market. I was fortunate enough to be introduced to the Cipriani family, who had an unused barber shop inside the prestigious Club 55 on Wall Street. I was offered the opportunity to open my first overseas Atelier there, one of those opportunities that only happen once in a lifetime, and I decided to take it”, he said. Gian Antonio Pisterzi from New York. Now the brand has arrived with its salons to offer a luxury barber service on board Yachts of the Ritz Carlton Collectitona union of elegance between two brands synonymous with excellence and refinement.

Who are your customers today?
«Pisterzi’s customers, despite coming from different contexts and lifestyles, share a profound
attention to self-care and a constant pursuit of excellence. The Pisterzi experience
it is designed for those who appreciate tradition and timeless elegance, as well as for those who desire
personalized and sophisticated grooming, suitable for a modern gentleman. The modern gentleman usually between 30 and 50 years old, he is a man who respects himself, others and the world around him. He expresses himself with discretion and uses style as a tool to feel good about himself, without the need to show off. A man who will always choose a place where he can feel at home, where he can be listened to with attention and where every care is aimed exclusively at his well-being. In fact, for us every customer must feel unique, and we are here to ensure that their experience is tailor-made and memorable. A special relationship is often created between customer and barber that goes beyond simple service: it becomes an almost therapeutic connection, like that between patient and psychologist. We consider ourselves not only grooming experts, but also attentive listeners, real style therapists, and just as in psychology we cannot reveal names or details about our clientele, it is part of professional secrecy.”

Andre Pirlo has invested in his project, is a partner and has become an ambassador since 2021,
How did your friendship and business together begin?
«We met in New York, the city where Andrea was playing at the time and I remember that
he was pleasantly impressed by Pisterzi’s reality and his philosophy. Andrea has always been very attentive to self-care, he is a sporty man but with timeless elegance and an impeccable look.”

First Atelier salon in 2015 in via Montenapoleone, how did the idea come about? It started out like
barber on Costa Crociere ships… and now he is back on the Ritz Carlton Yachts…
«The idea of ​​opening the first Atelier in Via Montenapoleone in 2015 was born from the desire to create
an exclusive space, reserved and dedicated to male well-being, which followed an e
vision of contemporaneity, privacy but without forgetting the craft and values ​​of the past.
Embarking on the journey of becoming a barber at the age of 8 represented a fundamental stage in both my professional and personal development. Those first weekends spent in the barber shop in my Ciociaria town called Amaseno were an immersive education in the discipline and craftsmanship that define this profession. I understood the importance of listening, understanding customers’ individual needs, and building trust through connection. This hands-on experience fueled my respect for the traditions of barbering, a legacy that my team and I today combine with innovation in the Barber Ateliers of Milan and New York. At 21 I decided to sell my car and motorbike to buy plane tickets and move to London. I joined Steiner as a barber on a 12-month contract on the Costa Deliziosa cruise ship, where I gained experience with international clientele. This exposure and dedication to my profession led to me being recruited by brands
prestigious companies such as Dolce & Gabbana and Acqua di Parma, where, after in-depth training
and many experiences, I felt the need to create something of my own, a project, a dream that
I was finally ready to realize.”

How can you make the job of a barber sexy, now that it is difficult to find staff?
«Today, the work of the Master Barber requires an innovative approach that redefines the role of
barber as an artist and professional of male beauty. It’s no longer just a
manual craft, but of a refined art, capable of transforming the image of a man and,
with it, his confidence and self-esteem. It is essential to balance elegance, tradition, passion
and innovation, while developing the ability to imagine and shape the version
better than every client as soon as they cross the threshold of the Atelier. Making the work of a barber “sexy” means giving it back the artistic and creative charm it deserves, transforming it into a prestigious profession. The barber is not just a craftsman, but a “sculptor” who works on male beauty, an expert capable of capturing the unique features of each face and enhancing them with precision and mastery. However, to reach this level of mastery and experience, it takes years of
sacrifice, dedication and humility, elements that we see less and less with the new generations. The
sacrifice and effort are often put aside in favor of gratification and reward
immediate, but this choice has a price. An ambiguous proverb that has always guided me
says: “he who laughs today cries tomorrow”, suggesting that those looking for easy results can find themselves at
pay in the future. On the contrary, I firmly believe in the opposite teaching: “he who cries
today, laugh tomorrow.” This saying perfectly encapsulates the essence of the path towards
excellence and success. Not only sacrifice, dedication and the ability to overcome challenges
they build character, but they are the real key to achieving lasting results and
deeply rewarding. Only those who are willing to put their efforts on the line today can truly enjoy successes tomorrow.”