Justin O'Shea exits Brioni
The former MyTheresa global fashion director was appointed creative director of the menswear label just six months ago
Justin O'Shea is leaving Brioni, the company confirmed yesterday. The former global fashion director of MyTheresa joined the label as creative director in March, with no formal training or experience in design. The appointment raised eyebrows, but Brioni CEO Gianluca Flore defended it, saying that "Justin soon emerged as the best choice for the brand's creative direction as he has shown an accurate understanding of the company's heritage and an assertive approach on how to reinforce our core values."
During his short tenure, O'Shea added a rock-and-roll attitude to the brand's identity, which was previously synonymous to classic suits and the conventional idea of men's fashion. He also changed the brand logo's font type to a Gothic one that it used in the 80s, and tapped the four members of heavy metal band Metallica to star in his first campaign.
"The strategy of revitalisation of Brioni that started at the beginning of this year is set to continue being implemented through a long-term plan aimed to further establish the brand as a leader in the luxury menswear category," the brand said in a press release, addressing the announcement.
O'Shea showed his SS17 collection during Paris Couture Week in July in the see-now-buy-now format. Brioni's AW17 collection, originally slated for November in New York, will be presented in Milan instead. O'Shea has not released an official statement about his abrupt exit.