Kering has announced that Nina-Maria Nitsche will serve as Brioni’s new creative director. Nitsche – who will oversee all of the brand’s collections and the image of Brioni, which was founded by tailor Nazareno Fonticoli and entrepreneur Gaetano Savini in Rome in 1945 – succeeds Justin O’Shea, who left Brioni in October 2016 after a six-month stint.
Nitsche might prove to be a smart move for Brioni; certainly a more sensible than street style star O’Shea, who served as the head of buying for German e-commerce site, MyTheresa, before being tapped for the top job at Brioni. Ms. Nitsche has quietly been making her name at Maison Margiela, which she joined in 1989, working closely with the founding designer for 23 years. After Margiela’s resignation, in 2009, Nitsche took over the creative direction of the brand.
“Ever since I met [Ms. Nitsche in 1996, I have been impressed by her creative approach, starting from a clearly defined concept and then transforming that into products that accurately resonate with the customer,” said Brioni chief executive Fabrizio Malverdi.