Brioni appoints a new creative director

Brioni announced yesterday a replacement of Brendan Mullane by Justin O'Shea.

O'Shea was the fashion director at online retailer mytheresa.com and has gathered 79,000 Instagram followers thanks to his distinctive street style.

"He has no experience as a designer, but the decision of Kering - the group which owns Brioni - to appoint him perhaps points to the changing definition of the role of a creative director in today's fashion landscape, where brand identity, social media mastery and the ability to communicate a unifying message across fashion, retail and perfume/cosmetics are increasingly essential", reports the Telegraph.

Brioni AW16 collection

An unprecedented number of creative directors stepped down from key houses across the European capitals recently. There were regime changes at Berluti, Dunhill, Hardy Amies, Ermenegildo Zegna, Gieves & Hawkes.

This is not surprising, knowing that there is a 70 per cent rise in menswear sales globally and this is becoming a very attractive market.