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. 

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

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