Many spectators were uncertain of the fate with YSL when Hedi Sliman decided to remove the founders first name Yves from the label. Hedi also discounted any merchandise bearing the YSL logo. Gucci was also looked upon as brand in trouble without a clear roadmap ahead. Today, Saint Laurent and Gucci are the hottest names in luxury! This type of disruption is what fashion houses’ need to move forward and remain relevant.
I BELIEVE BRIONI IS ABOUT TO BE THE HOTTEST MENSWEAR BRAND (in the traditional sartorial space i.e. Ermenegildo Zegna, Canali, Salvatore Ferragamo, Isaia, etc.)
Justin O’Shea, new Creative Director of Brioni, hopes to inject the sartorial fashion house with an exciting personality. O’Shea puts his stamp on the brand with his first campaign. Metallica makes for an unlikely partnership as the legendary rock band fronts a new campaign by photographer Zackery Michael.
Featured in black & white images, Metallica dons Brioni’s classic suiting for an interesting juxtaposition of ideas. The advertisement also features a revamped Brioni logo that reinterprets the label’s branding from 1955 to 1986.