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Brioni appoints new creative director

Brioni Nina-Maria Nitsche News Creative Director - Retail in Asia

Italian tailor Brioni, part of French luxury and sports group Kering, has hired Nina-Maria Nitsche as creative director responsible for the brand’s collections as well as it image, the group said late last week. The position is effective June 15.

“I am honored to collaborate with the House of Brioni,” said Nitsche in a statement. “Thanks to its long sartorial history, Brioni has the potential to redefine its position as a unique luxury brand. The house’s philosophy is based on a pioneering approach to menswear. My aim is to reinforce and invigorate this longstanding tradition,” she added of the label, which, founded in Rome in 1945, now features in Kering’s portfolio of luxury brands, its acquisition having been finalised in 2012.

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Having worked closely alongside luxury designer Martin Margelia for more than twenty years, Nitsche comes to Brioni after her latest stint, Vetements. She left her post as collections director following the Paris-based Vetements’ relocation to Zurich in late 2016.

“Ever since I met her 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, CEO Fabrizio Malverdi, of the new hire.

“Her point of view will allow the brand’s core values to prosper and yet inject a contemporary dialogue that will enable Brioni to evolve into the future.”

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A fashion veteran in her own right, Nitsche joined Maison Martin Margiela in 1989, working closely with the founding designer for 23 years. After Margiela’s departure in 2009, Nitsche took over the creative direction of the brand.

Nitsche succeeds Brioni’s former creative director, Justin O’Shea, whose surprise departure was announced in October 2016 after he presided over the fashion house’s artistic direction for a single season.