Justin O’Shea’s Paris One collection for Brioni
Kering-owned menswear label Brioni’s creative director Justin O’Shea is leaving the house after only six months.
The former fashion director of Neiman Marcus-owned retailer MyTheresa came to the brand with no prior design experience. During his short tenure, Mr. O’Shea shook up the 70-year-old brand’s image, giving it an edgier, rocker sensibility.
Short-term stay
When Mr. O’Shea was hired, the brand admitted it was an unconventional move. With a background in retail, Mr. O’Shea comes to Brioni without any design credentials, but with an established voice in the fashion industry (see story).
Justin O’Shea
At the time of the creative director’s hire in March, Brioni CEO Gianluca Flore said, “I am very confident Justin O’Shea’s new artistic direction for Brioni will be instrumental in strengthening our core values and continuing to drive dynamism and innovation into the brand heritage. Justin has shown an accurate understanding of the company’s DNA and historic roots and an assertive approach on how to make those values relevant for the brand today.”
After he arrived at Brioni, Mr. O’Shea gave the brand a new logo in a gothic font. He also cast heavy metal band Metallica in his debut campaign for the house.
Metallica for Brioni
He showed his first collection in July during Paris Couture Week, including fur coats, sharp suiting, leather goods and shoes (see story).
Brioni’s next collection, for fall/winter 2017, will be shown to buyers in the house’s Milan showroom starting in mid-November, with the brand eschewing a runway show for the season.
The house still has its sights set on rejuvenation, saying that it will continue what it started at the beginning of 2016 in an effort to become a menswear leader.
from Apparel and accessories – Luxury Daily https://www.luxurydaily.com/justin-oshea-exits-brioni-after-less-than-a-year/
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