Brioni appoints Nina-Maria Nitsche as its new creative director

New direction


By Wei Yeen Loh

Brioni appoints Nina-Maria Nitsche as its new creative director

French luxury goods holding company Kering has announced Nina-Maria Nitsche as the new creative director of Italian menswear couture house Brioni. This piece of news comes eight months after the abrupt departure of then-creative director Justin O’Shea, whose brief six-month tenure saw radical changes that some felt were not synonymous with the company’s heritage, including eschewing Brioni’s signature logo for a gothic text and featuring heavy metal band Metallica for an ad campaign. 


Nitsche’s track record include Maison Margiela and Vetements. She joined the former in 1989 and worked alongside Margiela himself for 23 years, later on taking over as creative director after his resignation in 2009. Nitsche then joined Vetements in September 2016, but left shortly after when the company relocated to Zurich in March 2017.


“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,” says CEO of Brioni Fabrizio Malverdi. “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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