on march 23, 2016, luxury conglomerate kering announced that it had appointed justin o’shea, a heavily tattooed australian and street-style enthusiast with more than 80,000 instagram followers, as creative director. o’shea was formerly the fashion director of the german e-commerce site mytheresa. o’shea featured the four members of metallica dressed in brioni tuxedos in his first ad campaign with the brand; the photos were shot by zackery michael. the remake of brioni's logo under o'shea by friend and frequent collaborator benny robinson has been compared to the fraktur typeface. o'shea showed his first collection for the house on 4 july 2016.