Italian fashion brand Brioni made an unexpected move earlier this year with the appointment of Justin O’Shea as its creative director. Going against the grain of experience, O’Shea was a surprising choice. Popular for his street style, the Australian import made a name for himself as the fashion director of the e-commerce website, MyTheresa.com, before joining Brioni.
Making a splash for his Italian debut, O’Shea revamped the fashion house’s logo and enlisted rock band Metallica for a new campaign. Turning the classic suiting brand on its head, O’Shea injected Brioni with a self-professed attitude that “should be pimp”. On the heels of his first runway show for Brioni this past July during Paris Couture Week, Business of Fashion reports that O’Shea has left the building.
Discussing O’Shea’s short time at the label and moving forward, Brioni chief executive officer, Gianluca Flore shares, “The strategy of revitalization 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.”