Justin O'Shea's First Campaign for Italian Brioni, Starring Metallica
“We are beyond thrilled to have been invited to be the face of Italian luxury menswear powerhouse Brioni as they kick off their first creative campaign under the direction of newly appointed creative director, über cool style star Justin O’Shea,” writes the band at its website.
“The black-and-white Queen ‘Bohemian Rhapsody’ inspired photos were shot last month in San Francisco by photographer Zackery Michael. We’re sporting Bespoke Brioni suits and tuxedos as well as sunglasses from their new eyewear collection.”
Business of Fashion offers an in-depth look at the behind-the-scenes overhaul at Brioni, which started with the hiring of new creative director O’Shea. As the report notes, Metallica’s involvement — and the clothes they’re wearing — reflect a significant shift in the fashion industry.
“The campaign signals just how far O’Shea’s repositioning of Brioni will go and the more rugged, masculine tone it will take,” writes BoF‘s Kate Abnett. “At a time when many luxury menswear collections are becoming more feminine, Brioni, which was founded in 1945 and is best known for outfitting actors like Richard Burton and Matthew McConaughey, is cutting the other way.”