Justin O’Shea and Metallica created the collection
Justin O’Shea became famous as the leading buyer of the online store mytheresa.com.
He is the icon of the man’s style and the creative director of Italian fashion house Brioni. Being the head of Brioni for less than a year, Justin O’Shea managed to present 2 collections and an advertising campaign with Metallica. The collaboration of musicians and Justin O’Shea continued after the latter left the post of Creative Director Brioni.
After Justin O’Shee left his post in Brioni, he started developing his own brand SSS Word Corp, which combines sports style with classic elegance. Presentation of a new line of clothing and accessories will be held on Friday at the department store Selfridges.
“It’s about finding a new display format and creating something that should not be there,” says Justin O’Shea. “It’s more like a real life, not a fantastic world. You put models in the middle of what is already happening, and then see how the world reacts to it, rather than creating a world that, as you know, is controlled. “
The collaboration between Justin O’Shea and Metallica was a part of the “Music Matters” campaign from Selfridges. The project has been running since the summer. His goal is to confirm the importance of the collective experience in music at a time when 40 percent of London’s music venues closed over the past 10 years. The initiative also includes a performance from a single music store.
“Fashion becomes more interactive,” says Justin O’Shea. “In the last few years, brands that are the most influential are not brands that produce handbags from crocodile skin. But those that are real, with which people have contact.”
The collection from Justin O’Shea and Metallica will go on sale on October 20. It will be sold exclusively in the network of department stores Selfridges. Two days after the collection is on sale, Metallica will play a large-scale show in London. In the collection you can see bombers, raincoats, hoodies, hats, socks and scarves.