Any brand that makes shotguns and other firearms for the world’s armed forces and country sports enthusiasts may seem an unlikely choice for delicate fashion folk.

It also seemed a rather unlikely direction for the gunmakers themselves. “The idea initially was not to turn into a fashion brand but to produce products that allowed people to fully enjoy their passion – shooting,” says Franco Beretta, one of Italy’s leading gunmakers, whose business spans 15 generations. “But as more people came to our stores, the more we realised that there are customers who just like the lifestyle that countryside sports represents. It may be a niche market but there are a lot of people who like that shooting/country style.”