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Brioni appoints new creative director

Brioni appoints new creative director

Italian menswear brand Brioni has appointed Justin O'Shea as its new creative director.

O'Shea, a former global fashion director of Munich-based luxury online retailer MyTheresa, will start his new role next month (1Apr16) and will be responsible for the brand’s collections as well as its overall image.

He will step into shoes previously filled by Brendan Mullane, who served in the role for nearly four years until he departed the company in February this year (16).

Brioni Chief Executive Officer Gianluca Flore said the selection of O'Shea, whose beard, tattoos, and penchant for sharp suits have made him a street style star, is in keeping with the brand's desire to push boundaries.

“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," he told Business of Fashion on Wednesday (23Mar16).

The appointment of O’Shea, who has no formal training or experience as a designer, is indeed an unconventional choice for the fashion house.

In January of this year (16), O’Shea was promoted from global buying director to global fashion director of MyTheresa, which he joined in 2009 after a stint as a buyer for a luxury retailer in Kuwait.

O'Shea said that taking on the role "was an easy decision" and he was looking forward to being a part of the revitalising of the brand.

"I am fascinated by the unique and rich heritage of Brioni. This house has all the pieces of the puzzle — the craftsmanship, the quality and an incredible archive," he shared.

Brioni, which is owned by the French conglomerate Kering, was founded in Rome in 1945, and is best known for its traditional suiting. It now offers a full men's ready-to-wear range as well as shoes, leather goods, jewellery and fragrances and eyewear.

The brand has long held links to the film industry, having outfitted numerous actors in the role of James Bond, as well as stars including Richard Burton, Clark Gable, Leonardo DiCaprio and Orlando Bloom for red carpet appearances.

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