Justin O’Shea amazed Brioni accepted his chinchilla coat idea
Justin O’Shea couldn’t believe Brioni took his suggestion to create a chinchilla coat seriously.
The fashion star was announced as creative director of the brand in March (16), despite having no previous experience designing. While the reaction to his role was mixed, with many questioning how someone who knows nothing about tailoring could helm such a prestigious team, Justin didn’t let his lack of knowledge hold him back.
“The chinchilla coat (was the first thing I pushed for),” he told GQ Style. “I was like, (dramatically) ‘Chinchilla’. And everyone was like, ‘What?’ And then they said, ‘OK, we’re gonna look into it.’ And I was like, ‘Oh my god, I can’t believe you agreed to that. No one’s gonna say anything? This is awesome. I love being creative director.’”
Justin also had to discuss his terms with Brioni’s parent company, Kering. After answering a series of “lame questions” from the luxury goods corporation, the bearded businessman felt confident enough to lay out his own rules.
“I was like, ‘Look, this is what it’s gonna be. I’m not gonna create 73-f**king-thousand mood boards for you. If you want me to do the job, give me the job and just trust me. And if you don’t like it, then fire me,’” he recalled. “And the beauty about Kering - what separates them from all the other big fashion houses - is they’re like, ‘Cool’.”
Justin’s laidback and outspoken nature continued when he first introduced himself to Brioni’s master tailors. Rather than making his high-profile position known, he approached them as a bespoke customer.
“I was like, ‘I would like to make a suit,’” he explained. “And they were like, ‘Sure. What would you like?’ And then I described what became the new Brioni Continental suit. They had no idea I was gonna be the creative director.”
Another groundbreaking decision Justin made in his new role was casting Metallica as the stars of his first Brioni campaign, with the rock group snapped in black and white.