Piombo's fall 2018 men's collection.

Italian men’s wear designer Massimo Piombo has a couple of new jobs to add to its résumé.

On Thursday, Italian retailer OVS and the designer launched the new Piombo brand, cutting the ribbon of the label’s first freestanding store here. OVS and Piombo hold a 70 percent and 30 percent stake in the company, respectively.

In addition, the designer, who was named OVS men’s artistic director in March, will expand his role. Stefano Beraldo, OVS chief executive officer, announced that Piombo will take on the creative director post overseeing all the retailer’s lines, which include women’s wear and kid’s wear — a particularly successful segment for OVS according to Beraldo — along with men’s wear.

The fashion direction of the OVS women’s ready-to-wear collections will continue to be led by Caterina Salvador, under Piombo’s guidance.

The first store for the new Piombo brand, which is positioned in the contemporary, affordable luxury segment, is located in the city’s artsy Brera district. The 1,291-square-foot unit will be open for business Sept. 14, along with a second banner in Treviso, in Italy’s Veneto region.

The new Piombo label first store in Milan.

The new Piombo label’s first store in Milan.  MAX ROMMEL

Beraldo noted that he expects to open 15 additional doors for the label by the end of 2019, including freestanding shops and corners at luxury department stores. “The [Milan and Treviso] shops are just teasers of what’s to come. We definitely believe in our potential to bring the project to an international level as well,” said the executive.

Fashion-wise, Piombo’s first collection for fall includes a range of contemporary wardrobe staples, such as oversize coats, puffer jackets, turtlenecks and blazers. The palette of classic, muted colors is peppered with touches of yellow, red and orange. At retail, prices span between 190 and 390 euros for blazers and up to 480 euros for overcoats.

“I hope final consumers won’t ask themselves ‘what’s the catch?’ [for lower prices],” contended Beraldo, as he underscored OVS can “rely on the value of our production chain; we are able to produce with a short and simplified supply chain,” he said.

“Men’s wear deserved an innovative take because customers often find only very cheap or very expensive fashion. We wanted to address a demanding and refined consumer,” added Beraldo. To this end, Piombo noted that his “long-standing experience within the fashion industry helped me gain quite a lot of contacts with suppliers in Italy and abroad, allowing me to bring my expertise in terms of style, colors and fabrics for a special collection at a reasonable price.” The designer also hinted at the possibility of capsule collections and partnerships with international companies in the future.

On its new creative director post for OVS, Piombo is expected to “add a qualitative contribution…as I believe that even companies selling inexpensive apparel should take advantage of a twist which only a creative director can give,” noted Beraldo.

The designer said the MP Massimo Piombo men’s wear brand will continue operations, although “99.9 percent of my energies will be dedicated to the new projects with OVS.”

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