O’Shea Recruits Metallica for Brioni Campaign

O’Shea Recruits Metallica for Brioni Campaign

Justin O’Shea, the new creative director for Brioni, has revealed that his first advertising campaign for the house, featuring the legendary heavy metal band Metallica in suits from the Autumn/Winter 2017 collection.

Shot in black and white by photographer Michael Zackery, these dramatic portraits offer a stoic view of the band, bringing to mind antique photographs at a moment’s glance, yet with longer contemplation the distinction between the subjects and their usual t. The two primary photos of the band have the members arranged in a layered diamond shape, a reference to Queen’s album art from the record ‘Queen II.” The band is pictured in one instance in white tuxedos with contrasting black bowties, Guitarist James Hetfield grinning maniacally at the centre, and in another the band wears black suits with open-collared black shirts, featuring drummer Lars Ulrich front and centre. Lead guitarist Kirk Hammet and bassist Robert Trujillo complete the unconventionally picturesque quartet.

Revealed exclusively today to the Business of Fashion publication, the photos have also been released by the brand on social media, now two of the mere eight posts the brand has on Instagram. Released in the last six hours is a photo of the new Brioni logo, “a reinterpretation of the company’s historical branding utilized from 1955 to 1986,” according to the photo’s caption, further superimposed on each portrait of the band for the brand’s newest campaign.

Along with new advertising, O’Shea’s direction of the brand has included changes in the presentation of new collections. The men’s Autumn/Winter show will now coincide with the couture week in Paris rather than men’s fashion week in Milan, and a show of the Spring/Summer 2017 collection is planned for this November in New York, though not during New York fashion week, rather coinciding with the opening of a new store.

 

O’Shea Recruits Metallica for Brioni Campaign