Perry playing @Varvatos NY 9/11/10
Posted: Fri Sep 10, 2010 7:22 am
from Nick Maybury's facebook:
Nick Maybury Alice Cooper, Robert Plant, Perry Farrell, Billy Gibbons are just some of the special guests @ Varvatos this sat in NYC i cant believe i get to play with these guys!!
http://www.vfc.com/news/vf-in-the-news? ... 40E3EAF05EJohn Varvatos® Brand Celebrates 10th Anniversary with All-Star Ad Campaign
From Iggy Pop to ZZ Top and Alice Cooper to Cheap Trick, some of rock 'n' roll's most famous artists have embraced the John Varvatos® brand and lent their faces to its ad campaigns. This fall, the brand celebrates its 10th anniversary with a new campaign that pays homage to these icons, while reflecting the rock sensibility and old-school grace that define the brand.
In 2005 John Varvatos began collaborating with Stephen Niedzweicki, co-founder of creative agency YARD, and GRAMMY®-nominated music photographer Danny Clinch on the first of what became a signature series of black and white ad campaigns featuring rock legends. For this year's campaign, Varvatos, Niedzweicki and Clinch again joined forces, creating a collage ad that showcases 39 artists. The ad incorporates cut-out images of "family" - individuals who have been featured in previous ad campaigns - and "friends" - rockers who have supported the brand, performed at its store openings and participated in its charity benefits.
"The campaign is about friends and family, and about bringing together all of the artists who have been in our campaigns or encouraged us along the way," Varvatos said. "These artists have helped refine my thinking and given me more clarity in terms of what I really want the brand to stand for, and they have also helped us establish that in the marketplace."
The ad campaign's design took inspiration from the Beatles' famous Sgt. Pepper's Lonely Hearts Club Band album cover and the tongue-in-cheek imagery of Monty Python, resulting in an image that is celebratory without being overly fashion serious. The concept also drew on the influence of 1950s and '60s Beat Era artists and their collages, which were characterized by creative spontaneity. Much of the ad's imagery came from the John Varvatos® brand's previous campaign shoots, which have included scenes like Iggy Pop posing in Central Park, Joe Perry playing pool with his son, Cheap Trick riding tandem bikes in Santa Monica, and Perry Farrell strutting across New York's Bowery with a pair of Great Danes.
"I wanted to work with musicians that were iconic in their own right," Varvatos said. "Alice Cooper is the godfather of Shock Rock and Iggy Pop is the godfather of Punk. The younger guys like Franz Ferdinand are breaking new ground. I wanted to say that style is not about being pretty; you have to have some kind of an edge. It's also not about trends, but about being timeless. Just like these artists' music, this imagery will live on and be discovered and embraced by future generations."
The John Varvatos® 10th anniversary ad campaign will be featured in John Varvatos® retail store windows this fall, with print ads to run in numerous publications, including Vanity Fair, Esquire, GQ, Details, Vogue Homme, L'Uomo Vogue, Fantastic Man and Wonderland. Ad imagery will also be featured in New York and San Francisco bus shelters, Los Angeles billboards and Las Vegas taxi stops. In addition, the brand will celebrate a "Decade of John Varvatos" with a rock concert headlined by artists from the campaign at its 315 Bowery store in New York during this September's New York Fashion Week.
