Justin O’Shea is a designer, style icon and one of the most influential figures in the world of men’s fashion. Born in Australia, he has made a name for himself with his distinctive personality, unique personal style and a passion for sport and fitness. From being Creative Director at Brioni or launching his own fashion label SSS World Corp. to his current role as consulting Creative Director at LVMH Moët Hennessy, O’Shea appreciates extremes and supposed contradictions. Characteristics that are perfectly reflected in the all-new BMW M5.
What I love about the M5 is that you can look at the car five times a day and feel a different emotion each time.
Creative Director & Designer
Hello Justin, it is a pleasure to meet you here. You are the protagonist of the launch film for the all-new BMW M5. How did you enjoy the collaboration?
I have to honestly say that this was an incredibly enjoyable experience. The car is amazing, the team was fantastic and it’s really an honour to be part of BMW M history.
When BMW M approached you for the part, what was your initial reaction?
My first thought was: when and where do you need me! My decisions are always based off emotion, not business. I don't need time to think about it. BMW M is something special and I knew it was going to be great.
One of the fundamental themes of the campaign for the all-new BMW M5 is the concept of "duality untamed" – how do you relate to this concept?
My life is kind of summed up in this concept. I have always had two sides, whether it be work and play or business and family. One side always fuels the other and vice versa. Ultimately, they are tied together by the emotions and mentality that define who I am – passion, devotion, hard work and fun.
And how, in your opinion, does the concept of the untamed on the one hand and the concept of duality on the other hand reflect in the all-new BMW M5?
The new M5 is a special car. It's Jekyll and Hyde. On one hand, it's an absolute Beast (as I like to call it) given the pure power and rage of the engine and its performance. However, this is contrasted by its other personality, which is pure comfort, elegance and driving serenity. But you know that at any time you can activate KICK ASS mode and then the M5 beast is released!
If we understand duality as something that is in conflict or competition with something else, do you see these antagonistic aspects as an obstacle or rather a strength?
Definitely a strength. What I love about the M5 is that you can look at the car five times in a day and feel a different emotion each time. The aggressive design profile can be masked or amplified based on your driving intention or mood. It's like a symbiotic relationship. The car moulds and reacts itself to how you are feeling. The ability of the M5 to be a badass race car or a family car in the same day is incredibly unique.
Duality has always been the BMW M5's core quality in that it is a family-friendly five-seater with the performance of a two-seater supercar – being a family man as well as an athlete yourself, in which way(s), in your opinion, does the all-new BMW M5 reconcile these supposed opposites?
For me the look and sound of the car are the two characteristics that define the new M5's duality. You can drive completely unnoticed, or you can make people jump when you unleash that beautiful engine roar. I also like the idea of dropping my son off at school and people thinking this is an appropriate 'family car', but once you see the wide back end, big back wheels and sheer awesomeness then everyone knows this is definitely not the usual kid transporter. That balance between power and functionality is what my life requires.
Being concerned a lot with design yourself as an entrepreneur and style icon, what did you think and feel when you first saw the all-new BMW M5 in real life?
'Holy shit balls'! I probably can’t say that, can I? There were a few other words I used to describe it at first sight which the M team could tell you, but I definitely don't think you will use them in this interview (chuckles). The previous model M5 was cool, but it’s got nothing on the new design. It’s like the past iterations have been trails for this new M5. From top to bottom, the car aesthetics completely complement each other. There is nothing that feels out of place or not quite right. That's very rare for me to say as I am so judgmental when it comes to design. The choice to use the matte black with gloss black rims was the perfect combination for this car. It completely matches the identity and character of the new M5. Such a badass car!
Have you had the chance to drive the new M5 yourself?
Of course! Who do you think was doing all the race driving scenes in the campaign? But honestly, I literally said I would leave unless I got to drive it on the racetrack when we were filming. So, I was lucky enough to get the opportunity to tear around the track which was immensely fun. It’s such an easy car to drive unlike the feeling you get in other super cars that are purely sport over function. I love old muscle cars, so l personally prefer the driving position and style of a bigger car like the M5. So, for me this was like driving heaven! I was smiling for the rest of the day, that's for sure!
We understand that you are a soon-to-be owner of the all-new BMW M5. Could you elaborate on your choices regarding specific features?
I definitely will be! It’s going to be Xmas come early in the O'Shea household. My neighbours better close their windows (chuckles). My son Walter is very excited for this. He loves that the specs of my M5 will be Frozen Deep Grey with the gloss black rims. He says that we will have 'stealth' mode which he thinks is awesome. I really wanted to have the same specs as the car of the campaign as I felt it was perfect. I changed the interior to all black which is the only difference. The carbon ceramic brakes are gold which I really like compared to a bright colour. I also went for the carbon package which isn't my usual style, but for this car it feels right. I love the feeling of performance merged with comfort.
Is there any highlight that you appreciate the most in your new BMW M5?
The sound of the engine. Its pure bliss.
Thank you very much for the interview, Justin. We wish you lots of fun with your new BMW M5.
