PERTH menswear designer Terence Borgioli has declared his new bar a “pleb” free zone.

London born Borgioli said he is aiming to attract a “fashionable, mature and well-heeled clientele who still like and know how to party” when he launches Subiaco nightspot Brera next month.

“Brera will be a venue which allows and encourages patrons to dress fashionably without feeling out of place,” he said.

“Stay away plebs.”

Borgioli, who dreams of becoming Australia’s Giorgio Armani, said he defined a pleb as “a poorly dressed, ill-mannered liability”.

But he admits money can’t buy class.

“I don’t want someone thinking that because they’re in a $5000 suit they can be disruptive, abusive or unruly,” he said.

Brera was previously known as Gold Bar.

Borgioli, 29, has replaced the venue’s former owners Victoria Winter and Jon Sainken to share equal ownership with existing owner John Masel.

“Normally everything I touch turns to gold,” Borgioli said.

“In this case it’s the opposite.”

Named after the nightclub region of Milan, Brera will be the “litmus test” for Borgioli’s plan to develop future night spots.

“My fashion label Borgioli has a loyal following of successful entrepreneurs and this is an extension of that luxury lifestyle,” he said.

“The odd $5000 bar tab isn’t uncommon around town and I would prefer for clients to feel safe and comfortable enough to be dropping it in style.”

Borgioli is behind the interior facelift of the venue, which includes the addition of a second VIP room, complete with silver leopard print walls, custom furnishings, a VIP host and bottle service.

Brera will be open on Friday and Saturday nights until 5am, following the invite only VIP launch on November 7.