Justin O’Shea is making his tatted-up presence known in the fashion world as Brioni’s new creative director. His latest bold move sees heavy metal rockers Metallica joining the brand as its new ambassadors.
The Metallica campaign for Brioni is O’Shea’s first for the Italian menswear label. Comprising of the band’s current members, vocalist and guitarist James Hetfield, drummer Lars Ulrich, solo guitarist Kirk Hammett and bassist Robert Trujillo, the campaign borrows visually from the Queen’s 1975 cover of Bohemian Rhapsody with the crew decked out in black and white tuxedos.
It’s an unconventional move but O’Shea appears to know exactly what he needs to do to inject some attitude into the brand. The photo campaign features both group images and individual portraits of every band member showcasing the evolved Brioni style known as the Continental. The collection features wider shoulders which taper towards a narrow waist to suit burlier men.
O’Shea’s creative reach has even gone as far as exchanging the brand’s signature red script logo for a gothic font in favour of Metallica’s arrival on the scene.
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