Metallica in Brioni campaign
Justin O’Shea from the main Bayer of MyTheresa.com and street-style star has become a creative director of Italian fashion house Brioni only three months ago. The debut collection by newly created designer will be presented at Fashion Week in Paris on July 4th. And while the whole world is wondering, what to expect, Justin O’Shea presented the first photos of the new brand ad campaign.
While all brands are aimed at agender, Justin O’Shea bet on masculinity. As chief bayer of MyTheresa.com, Brioni’s creative director knows exactly what the public demanded. Heroes of «courageous» campaign became the heroes of heavy metal band Metallica. James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo pose on the black-and-white photographs in tuxedos.
«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, uber cool style star Justin O’Shea», — shared Metallica in their account in Instagram.
Also, Justin O’Shea changed brand logo. The inscription is made in Gothic letters, the same used Brioni designers from 1955 to 1980s.