Justin O'Shea

PARIS — A coincidence, eerie premonition or dark humor?

Hours before his abrupt exit from Brioni on Tuesday, Justin O’Shea Instagrammed a photo of what looks like a coffin standing upright in the window of a company store embellished with the initial of the brand in the new Gothic font he introduced during his short tenure.


The picture, which now has more than 1,000 likes, sparked reactions among O’Shea followers. “Confused…” commented one user, with another one saying, “Rather prophetic…”

While most profiles seem to believe in a coincidence, there are still a few who can’t help but see the irony behind the whole deal: “Your Official coffin I’m afraid….” says one user, with another one following suit: “Must be your coffin, buon viaggio #finally.”

Lastly, many are starting to wonder who’s going to take O’Shea’s place at the creative helm of the famed Italian men’s wear brand; there’s even someone who thinks this could potentially open the road to no one less than Hedi Slimane: “Soooo…Hedi? 😒.”

The heavily tattooed O’Shea had joined Brioni from Mytheresa.com in March, succeeding Brendan Mullane as creative director even though he had no design experience and his focus at Mytheresa was women’s wear, not men’s wear. Signaling his ambitions for the brand, he skipped showing his first efforts for the house during the Milan men’s shows in June and instead paraded them as a see-now-buy-now collection in July in Paris during couture. The collection relied on a heavy emphasis on the Seventies à la “Shaft.” He further pushed Brioni away from its core customer by tapping members of the rock band Metallica as the faces of the brand’s fall ad campaign.

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