Rock band Metallica are the stars of Brioni’s first advertising campaign with Justin O'Shea

Justin O'Shea selected Metallica for his first Brioni advertising campaign. The four members of the American band are shot by photographer Zackery Michael. The campaign marks the first steps of recently appointed creative director Justin O'Shea - the tattooed, Australian former fashion director of MyTheresa.

The shoot was inspired by the album sleeve for Queen's classic album Bohemian Rhapsody. It shows the musicians posing in suits from the label's Continental line, combining exaggerated shoulders with sharp tailoring.

The designer of the collection said:

'In an age where more and more luxury menswear collections are becoming more and more feminine, Brioni are going in a different direction'.

On July 4 during Paris couture week will be O’Shea’s first show for Brioni.

The advertising campaign is surely a lesson in advertising, which I could not miss to share. In today's world of so many information, a brand needs to be different in order to attract attention and succeed.