The heavy metal veterans of Metallica have become the centerpieces of a new Brioni menswear campaign. The 70-year-old Italian brand sells $7000 suits.
Rock group lead James Hetfield, drummer Lars Ulrich, guitarist Kirk Hammett and bassist Robert Trujillo dress in black suits and white tuxedos for a campaign steered by the label’s new creative director, Justin O’Shea.
O’Shea, a street fashion enthusiast and social media adept from Australia, succeeded Brendan Mullane as creative director at Kering’s Italian house in April.
A new Brioni logo uses gothic lettering, a style frequently associated with the rock and metal scenes, while a Metallica group shot references the iconic music video for Queen track Bohemian Rhapsody.
The unveiling was made in advance of Brioni’s July 4 fashion show during Paris couture week.
Said Metallica in a statement: “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. We’re sporting Bespoke Brioni suits and tuxedos as well as sunglasses from their new eyewear collection.”