American heavy metal band Metallica has been invited to be the face of Italian luxury menswear brand Brioni as they kick off their first creative campaign under the direction of newly appointed creative director, Justin O’Shea. James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo are photographed in black and white to showcase the elements of their personalities and individual styles.
The campaign was unveiled ahead of Justin O’Shea’s first show for Brioni, to be staged on July 4 during Paris couture week. The heavy metal band Metallica was photographed by Zackery Michael and art directed by the newly appointed creative director. Moreover, Brioni ad features a new logo in a Gothic, Olde English font, “Further reflecting the creative vision of Justin O’Shea, the advertising campaign marks the debut of the new Brioni logo, a reinterpretation of the company’s historical branding utilized from 1955 to 1986.”
The black-and-white ad visually references the cover of Queen’s 1975 album Bohemian Rhapsody and features Metallica in white and black tuxedos. Individual portraits of the band’s members showcase them wearing the Continental, a new Brioni suit style which features wider shoulders, a narrow waist, a longer body and a more structured profile. 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 the fashion brand in March.