Forget No Life ‘Til Leather, it’s “No Life ‘Til Luxury” for Metallica! The band’s 2016 continues its upswing, building momentum around the release of their long-anticipated follow-up to 2008’s Death Magnetic. The studio isn’t the only place where the thrash icons have been busy and they’ve now surfaced as the face of the new Brioni advertising campaign for their line of luxury menswear.
The campaign comes in a rebranding effort from new Brioni creative director Justin O’Shea, who was appointed on April 1 earlier this year. Metallica stated on their Facebook page, “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.”
If these shots look strangely familiar, the band offered an explanation, adding, “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.”
Bringing in Metallica was part of the overall effort to reposition Brioni as a masculine brand, which also meant abandoning the elegant font in favor of the gothic text seen in the photos, which the company used between its foundation in 1945 until the 1980s, according to Business of Fashion.
Drummer Lars Ulrich is no stranger to the fashion industry, having recently photographed his model wife for MyTheresa.com. Brioni’s new creative director Justin O’Shea formerly served as the fashion director for the company before leaving for the Italian menswear company.
Other members of Metallica have kept busy outside the studio as well. James Hetfield and Kirk Hammett performed a dual guitar rendition of the National Anthem at a San Jose Sharks hockey game, Hammett and bassist Robert Trujillo helped out with a local beach cleanup. The band also served as 2016 Record Store Day ambassadors, marking the second time they’ve received the honor.