Justin O’Shea Unveils Debut Brioni Collection

The Fashionisto

/

Published July 6, 2016

/

Updated September 4, 2016

Justin O'Shea hits the catwalk in a chinchilla coat for the finale of his debut Brioni runway show.Pin
Justin O’Shea hits the catwalk in a chinchilla coat for the finale of his debut Brioni runway show.

In an interview with Vogue.com, prior to the unveil of his debut Brioni collection, new creative director, Justin O’Shea delivered insight into what he sees for the future of the brand. A storied fashion house, known for its tailoring, O’Shea hopes to give the label a punch in the personality department. The former MyTheresa women’s buying director explains, “Basically it’s pretty simple. The first thing I wanted to do was to make the suit cool again.”

Justin O'Shea looks to update the aesthetic of the Brioni man with a rock-inspired take on men's suiting.Pin
Justin O’Shea looks to update the aesthetic of the Brioni man with a rock-inspired take on men’s suiting.

O’Shea alludes to the 50s and 70s when Hollywood legends such as John Wayne and Clark Gable wore Brioni. Honing in on the suit, he says, “They made it cool and made it fun. You didn’t wear Brioni because you had to, you wore it because you wanted to. And that is kind of what I want to really emphasize in all shows, especially in the first show, that the suit is a fashion item.”

The Brioni man is given the attitude of a gangster for Justin O'Shea's debut collection for the brand.Pin
The Brioni man is given the attitude of a gangster for Justin O’Shea’s debut collection for the brand.

While the suit may be on the decline, according to news from the Wall Street Journal, O’Shea has other thoughts. He conveys, “It is not only to go to work in or for the formality purposes. It’s just the way that a man should look.” Perhaps, this idea was tackled with Brioni’s newest advertising campaign, which features an unlikely champion for Brioni’s new Continental suit–the legendary rock band Metallica.

Justin O'Shea creates a space for the Brioni woman, joining the all-gender runway show trend.Pin
Justin O’Shea creates a space for the Brioni woman, joining the all-gender runway show trend.

Talking more about the season’s theme and what he brings to the table, O’Shea continues, “I also want to be more fun. In the past [the rhetoric of tailoring] has probably been a little boring. A little dry. You know how geeky menswear can get? You know what it’s like! But it should be pimp! It should be fun! It should be fucking awesome! It should make guys be like ‘That’s so cool!’ [I want to] make people get emotional about it, which is what women do when they love shows—they go bananas!”

Pages: 1 2


Recent Updates

Idris Elba & Wife Star in Calvin Klein Eternity Campaign

Idris Elba & Wife Star in Calvin Klein Eternity Campaign

Calvin Klein's fragrance campaign for Eternity Aromatic Essence artfully captures the intimate connection between Idris Elba and his wife, Sabrina ...
Julian Finds Grounded Elegance in LLOYD Spring 2024 Ad

Julian Finds Grounded Elegance in LLOYD Spring 2024 Ad

Julian Schneyder takes center stage in the LLOYD spring-summer 2024 campaign, captured by Byron Mollinedo. In the minimalist luxury of ...
Mark Lee Covers Elle Korea April 2024 in Polo Ralph Lauren

Mark Lee Covers Elle Korea April 2024 in Polo Ralph Lauren

Mark Lee of NCT fame graces the April 2024 covers of Elle Korea. Photographed by Shin Sunhye and styled by ...
Matteo Berrettini Fronts BOSS Spring 2024 Watch Campaign

Matteo Berrettini Fronts BOSS Spring 2024 Watch Campaign

Matteo Berrettini brings new energy to timekeeping in BOSS' latest spring-summer 2024 campaign. The German brand, known for blending traditional ...
The Best French Crop Haircuts for Men in 2024

The Best French Crop Haircuts for Men in 2024

The French Crop haircut has surged in popularity among men, prized for its blend of minimalism and style. It features ...
John Mayer for Audemars Piguet Royal Oak Perpetual Calendar

John Mayer for Audemars Piguet Royal Oak Perpetual Calendar

John Mayer and Audemars Piguet have collaborated to create a special edition of the Royal Oak Perpetual Calendar that captivates ...