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Metallica stars in Brioni ad, makes reference to Queen

Justin O'Shea taps the heavy metal band for his first campaign

By Andrea Tim | Published: 29 Jun 2016

Metallica in Brioni
Photo: Zackery Michael/Brioni

Former Mytheresa global fashion director Justin O'Shea was named creative director of Italian luxury menswear label Brioni in March. His first big move: getting the four members of heavy metal band Metallica to front his debut campaign, Business of Fashion revealed, and making a subtle reference to Queen's Bohemian Rhapsody album in one of the photos.

Unconventional? That's the point.

O'Shea's appointment at the Kering-held brand was considered an unlikely choice, as Brioni is known for its traditional sense of luxury, but CEO Gianluca Flore told Business of Fashion at the time that "challenging boundaries has always been in Brioni's DNA and this choice confirms it once again. Justin soon emerged as the best choice for the brand's creative direction as he has shown an accurate understanding of the company's heritage and an assertive approach on how to reinforce our core values." O'Shea will show his first collection on 4 July during Paris couture week.

Reverting the brand's logo to a gothic font it last used in the '80s is yet another of Brioni's radical decisions that come with it taking on luxury menswear with an unapologetically rugged attitude, O'Shea at the helm. And he couldn't have picked better than James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo for his first campaign.

Related: Hailey Baldwin stars in her first Guess campaign
Related: Anya Hindmarch expands to menswear


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