The fashion world literally shook when tattooed badass and street fashion chief Justin O’Shea was appointed Creative Director of 70 year old Roman tailoring house Brioni in March of this year. Although Justin (who was global fashion director of German online retailer My Theresa) has no formal design training, his knack for tailoring and his charismatic presence makes him an understandable albeit avant-garde choice to steadily and authentically lead the brands creative efforts through the current world of fickle selfies and fickle trends. His first ad campaign was equally as outrageous (and genius) as his being named to his new esteemed position. The ad campaign is forward, fresh and cool, showcasing one of the most historically hard rocking heavy metal bands – Metallica. The band formed in the 1980s was a great choice for O’Shea’s first campaign because it instigated curiosity and delivered beautiful images reminiscent of Queen’s Bohemian Rhapsody album. The ad, photographed by Zackery Michael and art directed by O’Shea, is black and white with the word “Brioni” in a large, gothic font, which Brioni reports as the new interpretation of the house’s first official logo, used from 1955 until the 1980s. Metallica band members James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo look absolutely electric in the campaign and the images are quite rejuvenating in their brilliance. Also be on the lookout for Justin’s first fashion show. See the ad campaign below. …
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