Brioni Appointed Justin O 'Shea As The New Creative Director.

In March of this year, Brioni appointed Justin O 'Shea as the new creative director after the layoffs and reorganizations. There was four public opinion on the news, because the 37 year old Australian man had nothing.

Background.

Before joining Brioni, he was the global fashion director of MyTheresa, a German e-commerce platform. He has many years of retail background.

In addition, Justin O 'Shea has the figure and appearance of a professional model, and its fine dressing style, which has made him the darling of the street photographer and the red man on Instagram. Even his once shaved bushy beard has become a hot topic in the public.

Paris time July 4th, Justin O 'Shea's first Brioni series was made in Paris for advanced customization.

During the intermission, the reporter interviewed Justin O 'Shea, the "layman", and his views and practices, whether suitable or not, were quite new.

He didn't like Brioni.

Justin O 'Shea used to be a frequent visitor to the New York dress brand Jake Mueser.

A year ago, when he was a creative director of Brioni, he tried a Brioni suit and found it was not very appetizing.

It's not a class designer.

He admits that his experience in sketching and drawing is limited to a pair of sunglasses painted on napkins once bored on a plane. Before that, he did not know much about the craft of men's clothing.

Virgin show

The first series was named "Paris One", which abandoned the way of naming the past season, and chose to publish it in the advanced women's wear week to highlight the Brioni's respect for handcraft.

This virgin show will adopt the mode of "show to buy". Guests can order new clothes at the first time after the show through private appointments, while franchised stores, online stores and designated third party retailers will also sell quickly.

It is particularly pointed out that since the closing of the women's wear line in September 2011 and the cancellation of the designer's Alessandro Dell 'Acqua, this is the brand's re exposure to women's clothing.

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Let men wearing Brioni look more like themselves.

He has always been a regular visitor in the street photographer's footage, because he doesn't belong to the professional male model and figure, so Justin O 'Shea decided to make the new image of Brioni closer to her own style.

"I'm not worried about people saying that these models are too much like me. I have to thank Fran ois-Henri Pinault (Brioni parent company Kering group CEO), and he told me if the new series doesn't have your shadow, then don't do it."

Totally unconcerned

Not professional designers, media suspicions, opinions of public opinion...

These are not questions for Justin O 'Shea. "Who cares? It's not the fashion world ten years ago, and it can't follow the same old rule."

In addition, he also felt that "being supported by a few people is better than being liked by a group of people."

But also afraid.

"I'm scared to death. If this series doesn't work well, I'll end it in my life.

But everything is started by trying. This is the coolest thing I've ever done.

Self black video

On the eve of the new series, Brioni's official Instagram released a series of short videos.

Justin O 'Shea made a black cynicism about the speculation and suspicion of various aspects of public opinion: for example, in the short film entitled "The Skecth", he drew a design sketch with almost kindergarten level, and tried to explain the mystery with the working team; in the "Language Barrier" (language barrier), black himself followed the iPhone software to learn Italian, and no one could understand him; in Campaign, she told the PR people narcissism that if they could put the photos on Eiffel Tower, it would be good for them to stay at the Eiffel Tower.

When he talked about advertising with members of the Metallica band, he portrayed himself as a stupid and sweet man who tried to make a fool of himself.

In short, Justin O 'Shea responds to all sorts of doubts about it in this humorous way.

He's a rock fan.

On vacation, he would return to his hometown, Nhulunbuy, in northern Australia, riding a Harley motorcycle, playing guitar in a band called "Pub Rock", most of which was performed by the old rock band AC/DC.

Justin O 'Shea's first advertisement after being Brioni creative director came to the famous rock band Metallica.

He said that in order to get a suit in the advertisement, his design work was meticulously arranged in centimeters: "I want to design the perfect suit in my mind."

New font

The Gothic font Brioni Logo, which was used in the new advertisement, was used by the brand in 50 and 80s of last century. "That's the most brilliant era of Brioni, and it looks super!" Justin O Shea let his good friend Danny help him redesign the Logo: "the B letter now seems to have more strokes and more decorative feeling."

About design

"I design modeling rather than unrelated products."

About Pitti Uomo

"I don't want to make those powder yellow, purple eggplant like Pitti Uomo peacock male tattered".

Let men wearing Brioni look more like themselves.

He has always been a regular visitor in the street photographer's footage, because he doesn't belong to the professional male model and figure, so Justin O 'Shea decided to make the new image of Brioni closer to her own style.

"I'm not worried about people saying that these models are too much like me. I have to thank Fran ois-Henri Pinault (Brioni parent company Kering group CEO), and he told me if the new series doesn't have your shadow, then don't do it."

Customer matters

On the rookie, forty percent of the seats will be left to Brioni customers; Justin O 'Shea also plans to attract more customers, doubling the brand income in three to five years.

About accessories

"Now my focus is also on developing accessories, glasses, leather goods, shoes and so on.

But as a clothing brand, this is only a goal set for development, and it does not need to be imposed on those old guests who only loved our suits.

I am the same myself. If I buy shoes, I will go to find the coolest shoe brand, you don't have to be loyal to any brand.

Make the suit cool.

Brioni, established in Rome in 1945, has always been known for its exquisite workmanship, including many Hollywood stars including the Clark Gables, and the James Bond brand used in the 007 series of movies. It was replaced by the Tom Ford brand in the 2012 "sky killing machine". "Now it seems a bit boring to customize the suit, you know how boring the men's suit is, but the fashionable men's clothing should be like a pimp, like a Mafia, so that people will have emotional reactions."