The menswear label Brioni has appointed Justin O’Shea, former fashion director of e-commerce site MyTheresa, as its new creative director. In O'Shea's new role, which starts on 1 April, he will be responsible for the brand’s collections and its image.
The appointment is a surprising choice by Brioni, an Italian brand with roots in traditional tailoring. O'Shea comes from a buying background and has no formal training or experience as a designer. The decision is perhaps a reflection on the changing role of the creative director in fashion today; increasingly the creative director is someone more valued for communicating an idea than for actually designing the collection themselves.
“The menswear market of today offers unique opportunities and it was an easy decision to be part of the revitalising of this prized brand,” said O'Shea in an interview with Business of Fashion. “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.”
Brioni was founded in Rome in 1945. The brand is known for its traditional tailoring and its links to the film industry – out fittings actors such as Richard Burton, Clark Gable and various actors in the role of James Bond. The brand’s products are made in Italy, some of which by tailors educated at the their tailoring school Scuola di Alta Sartoria, which was founded in 1985.