The Playbook For The Modern Man

Menswear Label Brioni Appoints Justin O’Shea As New Creative Director

In an exclusive announcement with the Business of Fashion, menswear label Brioni have named perennial cool guy Justin O’Shea as their new creative director.


O’Shea had previously been working as the global fashion director of Munich-based luxury e-tailer, MyTheresa. This news comes straight after his departure from the business which was acquired by American luxury behemoth Neiman Marcus in September 2014.


In his new role at Brioni which begins on April 1st, O’Shea will be responsible for curating the brand’s collections as well as its global image.

Gianluca Flore, chief executive officer of Brioni, told BoF that, “challenging boundaries has always been in Brioni’s DNA and this choice confirms it once again.”

“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.”

O’Shea spoke of his new appointment explaining that, “the menswear market of today offers unique opportunities and it was an easy decision to be part of the revitalising of this prized 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. I am eager to reinterpret all these elements and make them relevant for today’s customer.”

The hopes of Brioni currently lie in O’Shea’s holistic and unique approach to doing business in the world of fashion houses. Even more surprising though is the fact that O’Shea has no formal training and experience as a designer. This shouldn’t be a major issue though as Brioni knows the role of creative director at top luxury brands often changes and goes beyond just designing clothes.

As such, O’Shea’s new role will involve crafting and communicating a strong point-of-view across various media channels. Everything from from public appearances to social media will all form part of his new job.

This role should in theory fit O’Shea well as the man has been recognised in the past for his own signature look. Beard, tattoos and impeccably sharp suits have elevated him on the street style scene in the past whilst his Instagram account boasts 82,000 followers.



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