Brioni to Debut New Designer’s Collection in July

Justin O’Shea to show what he’s got in Paris


brioni runway


WWD reports that newly appointed creative director Justin O’Shea to show his first collection for Brioni on July 4, 2016. The runway show will take place during Paris Haute Couture.

The show will mark the first time Brioni adopts the increasingly popular buy-now-see-now practice. This means the collection will soon arrive the day after the show ends and customers will be able to purchase it immediately through private appointments. The pieces will also be available afterward at Brioni’s stores, both physical and online.

The collection will be labeled as “Paris One,” and is created to pay tribute to “handmade prêt-a-couture heritage and mark a new emphasis on the Brioni lifestyle offering.”