Brioni´s radical repositioning sees the appointment of Metallica as brand ambassadors

Ahead of Justin O’Shea´s first show for Brioni since he took over the Creative Direction in March, which will take place on July 4 during Paris Couture Week, the company has revealed a new advertising campaign for the brand, starring heavy metal band Metallica. The new campaign is photographed by Zackery Michael and art directed by O’Shea. The campaign is likely to gather additional attention considering the complete redesign of the company logo.

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

Brioni advertising starring Metallica