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Brioni appoints Mytheresa's O'Shea as creative director

Kering-owned luxury menswear label Brioni has appointed Mytheresa global fashion director Justin O’Shea as its creative director.

Justin O'Shea

Justin O’Shea

Justin O’Shea

He will join the firm on April 1 and be responsible for Brioni’s collections as well as its image.

O’Shea was promoted to global fashion director at German etailer Mytheresa in January, from global buying director. He joined the firm in 2009 after working a buyer for Kuwait luxury retailer Al Ostoura.

O’Shea said: “I am deeply honoured to undertake this new challenge for such prestigious and celebrated menswear house. It is with great enthusiasm that I look forward to writing a new chapter in the story of Brioni.”

The appointment of O’Shea is unusual for Brioni, as he has no formal design experience.

“What are the criteria for the role of creative director in a fashion brand? Trained designer?” asked Moira Benigson, managing partner at recruitment firm The MBS Group on Twitter.

But Brioni chief executive Gianluca Flore said: “I am very confident Justin O’Shea’s new artistic direction for Brioni will be instrumental in strengthening our core values, and continuing to drive dynamism and innovation into the brand heritage. Justin has shown an accurate understanding of the company’s DNA and historic roots, and an assertive approach on how to make those values relevant for the brand today.”

Grita Loebsack, CEO of Kering’s luxury – couture and leather goods emerging brands, admitted that O’Shea had an “unconventional profile for such a position” but said that he “brings a holistic approach and strong understanding of business”.

“I believe his vision will accurately translate into this role and add a distinctive signature to the house,” she added.

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