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Metallica front new Brioni campaign

Published 29/06/2016

Metallica's James Hetfield and Kirk Hammett
Metallica's James Hetfield and Kirk Hammett

Brioni creative director Justin O'Shea has tapped rock band Metallica to star in the Italian brand's latest campaign.

Brioni has tapped Metallica to star in its new campaign.

Ahead of the Italian menswear brand's show on 4 July (16) during Paris couture week, the label's new creative director, Justin O'Shea, has unveiled his first advertising campaign.

Reflecting O'Shea's desire to undertake a radical, masculine repositioning of the Kering-owned label, the marketing imagery has put the world famous heavy metal band front and centre, with the Nothing Else Matters rockers posing in a variety of the brand's suits.

Shot in black and white and referencing the cover of Queen's Bohemian Rhapsody, the campaign features two portraits of Metallica members James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo as a group - one in black tuxedos, one in white tuxedos. The image is overlaid with the word Brioni in a large, Gothic font, which is described as a new interpretation of the label's first official logo, which was used from 1955 until the 1980s.

In addition, individual portraits show the four band members wearing a new Brioni suit style. The Business of Fashion reports that the new suit design is called the Continental, and features wider shoulders, a narrow waist, a longer body and a more structured silhouette. The band members also wear sunglasses, a category which has been a focus for Australian-born O'Shea, who took over at the helm of Brioni in March (16).

The campaign, with its unlikely pairing of heavy metal and classic Italian tailoring, was photographed by Zackery Michael and art directed by O’Shea and Benny Robinson. Imagery will appear on social media channels from Wednesday (29Jun16), and on billboards and kiosks in Paris. Wider print distribution and billboards will follow in New York, Los Angeles and Moscow in the autumn months. Brioni, which was founded in Rome in 1945, is best known for outfitting actors such as Richard Burton and Matthew McConaughey.

This is the second project O’Shea and Ulrich have worked on recently, after teaming up on a campaign for fashion house Citizens of Humanity. The rocker acted as photographer, with his model wife Jessica Miller posing for the stills.

© Cover Media

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