Metallica Are The New Face Of Italian Luxury Menswear Brand Brioni
Wed, 29 Jun 2016 10:11:34
Metallica are the stars of Italian luxury menswear brand Brioni's new advertising campaign. Brioni's new creative director Justin O'Shea chose the heavy metal icons to represent his first line of tuxedos, suits, and sunglasses for the brand.
Metallica announced the partnership via their website, "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.
"The black and white Queen "Bohemian Rhapsody" inspired photos were shot last month in San Francisco by photographer Zackery Michael."
Business of Fashion reports on what Metallica means for the Kering-owned men's luxury label's "radical, masculine repositioning."
"The unlikely pairing of heavy metal and classic Italian tailoring, along with the ad's art direction, will likely be polarising. But critically, the campaign signals just how far O'Shea's repositioning of Brioni will go and the more rugged, masculine tone it will take."
You can view the full collection of photos here.
Metallica currently have no upcoming tour plans or new music on the horizon as far as we can tell. Back in April the band were named this year's Record Store Day Ambassadors. In that role they reissued deluxe editions of their first two albums 1983's Kill 'Em All and 1984's Ride the Lightning.
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—The ARTISTdirect Staff