Brioni's Creative Director Justin O'Shea leaves

The newcomer has clearly not thrived. After just one season, Justin O'Shea has left the creative directorship of Brioni. The Kering group's luxury menswear label has announced the surprise departure of the former Director of Fashion at online sales website mytheresa.com in a brief press release, without giving any explanation.
 
Justin O’Shea - DR

The fashion label also stated that the Autumn/Winter 2017-18 collection will not be showing, and will be presented at the Milan showroom.
 
Justin O'Shea has just had the time to present a single collection, labelled 'Paris One', in an ultra-private show organised in early July at Brioni's new Parisian store in rue Saint-Honoré.
 
With the appointment of a creative director with as strong a personality as O'Shea, Brioni intended to radically change its image and relaunch the brand, which was going through a restructuring phase after a prolonged crisis.
 
In the last few months, Brioni had notably sparked off a series of initiatives, from the redesigning of its store concept at the hand of David Chipperfield, to a new-look, Goth-style logo. The Italian label even teamed up with heavy metal band Metallica for its new advertising campaign!
 
But the revolution did not yield the results forecasted, and it may have upset the clientèle even more. Brioni had in fact already tried to freshen up its style with former Creative Director Brendan Mullane.

Lately, the fashion label had introduced a new strategy: it intended to draw closer to the luxury clientèle's preferences, relaunching formal wear through a bespoke service, set to become pre-eminent over ready-to-wear.

Translated by Nicola Mira

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