Brioni signs up Metallica

By

Bruno Joly

Translated by
Nicola Mira

Published
Jun 29, 2016

Heavy Metal rock has been enjoying a revival for several years now, as shown by the number of its sold-out festivals, and Brioni has decided to centre its advertising campaign on Metallica. It is the first campaign supervised by Justin O'Shea as creative director for the Italian tailor.

The initiative echoes what Hedi Slimane did upon joining Saint Laurent. Metallica hails from Los Angeles, and Hedi Slimane featured rock stars such as Marylin Manson, pictured in black and white, as icons in the re-launch of Saint Laurent, which like Brioni belongs to the Kering group.

Kirk Hammett, James Hetfield, Robert Trujillo and Lars Ulrich were photographed in San Francisco in what is a special year for them, the thirtieth anniversary of their 'Kill ‘em all' album, also marked by the accidental death of their bass player, Cliff Burton. Justin O'Shea took over the top creative role at Brioni in March, and he has also decided to change the label's logo, adopting a new take on the brand's historic one, used from 1955 to 1986.