OVS, Massimo Piombo Unveil New Brand

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’s first store in Milan. 
MAX ROMMEL

Beraldo noted that he expects to open 15 additional doors for the label by the end

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OVS Taps Massimo Piombo to Refresh Its Men’s Offering

Massimo Piombo is the new artistic director of Italian retailer OVS’ men’s line.
During a press conference held Thursday in Milan to present the capsule realized by the company in collaboration with Kendall and Kylie Jenner, OVS chief executive officer Stefano Beraldo said the designer will overlook the development of the retailer’s men’s wear offering, which will be enlarged with the creation of a still-unnamed “upper casual” line featuring retail prices 30 percent higher than regular products.
The collaboration with Piombo will start with the fall 2019 season.
The same strategy aimed at dressing customers looking for more design-oriented and high-quality products will be extended to the women’s division, which will continue to be guided by OVS fashion director Caterina Salvador.
The new labels will be sold in dedicated areas inside OVS stores and online.

A look from the Kendall + Kylie for OVS collection. 
Courtesy Photo

“My real ambition is to continue serving customers of every age and spending power, which means being also able to fit the needs of those who look for higher quality,” said Beraldo. “And actually, we can definitely make products with a higher value with prices that are just a little bit higher and always accessible.”
At the same time, Beraldo revealed

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