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Italian fashion house Brioni has appointed designer and street style maverick Justin O’Shea as its new creative director.

It has been confirmed that O’Shea will leave his current position at luxury e-tailer MyTheresa to join the Kering-owned menswear brand from the beginning of April.

On his new role, O’Shea commented: “Menswear 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.”

Gianluca Flore, chief executive officer of Brioni, told BoF: “Challenging boundaries have 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.”

Justin O'Shea Brioni Creative Director

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