Brioni’s new ad campaign, the first under Justin O’Shea who was appointed as the label’s creative director in March, features heavy metal band Metallica, fashion website Business of Fashion reported on Wednesday.
“Photographed by Zackery Michael and art directed by O’Shea and Benny Robinson...the campaign is likely to create ripples throughout the luxury industry for completely ditching the previous Brioni identity, with its elegant red scripted logo and minimalist art direction,” the report said.
Shot in black and white by Michael, the campaign features band members James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo in two portraits, dressed in—wait for it—tuxedos, both black and white, in complete contrast to their onstage personalities.
There are, however, enough tattoos and accessories to give the portraits the heavy metal attitude, a relief, if you may, from the defined masculine look.
The portraits are overlaid with the word Brioni “in a large, gothic font, a new interpretation of the house’s first official logo”, says the report.
Individual portraits show band members in a new Brioni suit—the Continental—which has wider shoulders, narrow waist, longer body and a more structured silhouette.
The pairing of heavy metal and classic Italian tailoring looks incongruent yet balancing at the same time, and it would be interesting to watch the response this campaign gets. It will be even more interesting to track the direction in which the brand is headed with the rugged, masculine look at a time when most other classic menswear brands are rooting for androgyny.