Nina-Maria Nitsche is creative director of Brioni and Kering. She will have creative responsibility of the house’s collections and image. She had been with Maison Martin Margiela before that and was the creative director.

Nitsche’s long experience and global creative perspective will enable her to reinforce the clarity of Brioni’s identity, emphasise its sartorial values and reinstate its pioneering heritage. She is known for her creative approach, starting from a clearly defined concept and then transforming that into products that accurately resonate with the customer. 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. Initiatives of the designer, who has no formal training in fashion, include redesigning the store concept and fashioning a new logo for the high-end Italian brand, whose suits retail in the thousands of euros.

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.

Brioni is an Italian luxury menswear couture house and was founded in 1945. All products are made in Italy and meticulously handcrafted by expert artisans. The house is revered for its personalised bespoke approach. Its product range comprises all categories of men’s apparel and accessories, including shoes, leather goods, jewelry, eyewear and fragrances.