Brioni has announced that Justin O’Shea has left his position as creative director. Previously fashion director at luxury e-tailer MyTheresa, and a favorite with street style photographers, O’Shea joined the Italian menswear brand in March, despite having no formal design training.
Aiming to reposition the brand as more gruffly macho than, say, Hedi Slimane’s wildly successful Saint Laurent, O’Shea enlisted metal band Metallica for his surprising first campaign, and transformed the brand logo with a gothic typeface.
A statement released by Brioni thanks O’Shea for his collaboration with the brand and states that, “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.”
The Brioni fall/winter 17 collection will not be presented with a catwalk show, but privately to buyers at the brand’s Milan showroom.
Credits
Text Charlotte Gush