Metallica is the New Face of Brioni



Metallica for Brioni - Justin O'Shea - Black


When Brioni announced the appointment of Justin O’Shea as the label’s new creative director, we already knew things would be radical from then on. We just didn’t know that it would be this radical.

A new ad campaign from Brioni, the first one under the creative direction of O’Shea, has now been released and it features legendary heavy metal band Metallica. The images from the campaign were first published exclusively on Business of Fashion.


Metallica for Brioni - Justin O'Shea - White


Shot in black-and-white by photographer Zackery Michael, the campaign sees the band members—James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo—in tuxedos; it’s a sight you don’t often see when the guys perform onstage. Then again, the members also pair their tuxedos with the right amount of heavy-metal attitude. Somehow, despite their unusual outfits, they still look very much like themselves.

The campaign also includes individual portraits of the members; each is donned in a new Brioni suit called the Continental, which is distinguishable by its wider shoulders, narrow waist, longer body and more structured silhouette.


Metallica for Brioni - Justin O'Shea - Black1


O’Shea is set to hold his first ever Brioni show on July 4 during Paris couture week, and the campaign may just be a hint to the label’s, as noted by BoF, “more rugged, masculine” take on fashion.