Today, Roman tailoring house Brioni unveiled its first advertising campaign under the aegis of nascent creative director Justin O'Shea - the tattooed and bearded former buying director of luxury retail site Mytheresa.com.
Starring all four members of heavy metal group Metallica, the campaign is a stride away from the Kering-owned label's former approach, which would more likely have seen Puccini fronting a campaign than an all-American heavy metal band.
From the new Gothic script branding to the broad-shouldered, slim-waisted suits Hammett, Ulrich, Hetfield and Trujillo are wearing; the campaign marks a brave new move for the brand in a time when luxury houses are making increasingly radical and creative efforts in a bid to entice a changing consumer.
From Burberry's new season-less 'see it now buy it now' approach, to Gucci's gender fluid identity and Saint Laurent's 'bigger than fashion' thing (the brand's latest campaign features waif-like boys and girls shot in black and white wearing no clothes whatsoever), O'Shea has thrown his hat into the ring with a bold, masculine statement – one which will no doubt appeal to accomplished men with money to spend.
Most importantly, however, the suits (cut with a wider shoulder and longer line) look beautiful. The first collection will be shown during Paris Couture next week, the day after which the clothes will be available in selected stores globally.
Oh, and let's not forget that Metallica has some 2.2 million followers on Instagram and 3.24 million on Twitter, which should help things along a bit.