As part of his rebranding strategy, street-style star, former fashion director of MyTheresa.com and new creative director for Brioni, Justin O’Shea, has released new campaign images for the Italian brand.

Shot in black and white Hedi Slimane style by famed fashion and portrait photographer, Zackery Michael, the images feature the heavy metal band Metallica in a pose that references the cover art of another band, Queen (of a song called “Bohemian Rhapsody”), with Brioni written across it in a Gothic-style font.

Released just ahead of his first collection for the brand on the 4th of July, the ads feature the band members in black and white tuxedos cut in classic Italian style, which boldly eschews fashion’s current obsession with androgynous styles mostly proposed by Alessandro Michele of Gucci and J.W.Anderson.

Will the fashion industry embrace his effort at defiance? We will be watching.



Author: Kayito Nwokedi