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Yes, you read the headline correctly. Heavy metal rockers Metallica have been chosen to be the face of Italian luxury brand Brioni‘s newest campaign.

The menswear label’s Justin O’Shea revealed that he wanted something more “rugged, masculine” for the new line, which accounts for his first as creative director.

Metallica in turn got gussied up in tuxedos, suits and sunglasses, and posed both as a group and individually for the new campaign, as shot by photographer Zackery Michael. The inspiration behind the shoot was the cover for Queen’s iconic single “Bohemian Rhapsody.”

Not NYC, not LA.

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