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METALLICA Teams Up With Italian Luxury Menswear House BRIONI

June 29, 2016

METALLICA is featured in the new advertising campaign for the Italian luxury menswear house Brioni.

According to Business Of Fashion, the campaign — which was shot in black-and-white — features two portraits of METALLICA members James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo as a group — one in black tuxedoes, one in white tuxedoes — overlaid with the word "Brioni" in a large, gothic font, a new interpretation of the house's first official logo, which it used from 1955 until the 1980s.

Said METALLICA in a statement: "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, über-cool style star Justin O'Shea.

"The black-and-white QUEEN 'Bohemian Rhapsody'-inspired photos were shot last month in San Francisco by photographer Zackery Michael. We're sporting Bespoke Brioni suits and tuxedos as well as sunglasses from their new eyewear collection."

The campaign will be distributed on social media channels and will appear on billboards and kiosks in Paris and in The New York Times, reflecting a more focused initial print advertising buy. Wider print distribution and billboards in New York, Los Angeles and Moscow will follow in the autumn.

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