"The menswear market of today offers unique opportunities and it was an easy decision to be part of the revitalising of this prized brand," he told BoF. "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."
An unconventional profile for such a position, Justin brings a holistic approach and strong business understandingGrita Loebsack, chief executive officer of Kering's luxury couture and leather goods emerging brands division
Brioni, which is owned by Kering, acknowledged the unusual appointment of O'Shea whose background is in buying and who has no formal training or experience in designing fashion collections.
"An unconventional profile for such a position, Justin brings a holistic approach and strong business understanding," Grita Loebsack, chief executive officer of Kering's luxury couture and leather goods emerging brands division, said. "I believe his vision will accurately translate into this role and add a distinctive signature to the house."
"Challenging boundaries has always been in Brioni's DNA and this choice confirms it once again," reasserted Gianluca Flore, chief executive officer of Brioni. "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."
In the last few years, O'Shea has developed a strong presence on the international fashion scene, emerging from what has typically been seen as a background role at a brand to become a fashion star in his own right thanks to the many street-style lenses. He will officially take up the role as of April 1st.
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