This is one of the best menswear campaigns you’ll ever see. John Varvatos debuted his first collection back in 1999, and ever since, music has played a key role in the inspiration and designs of his clothing. Shot in black and white by Danny Cinch, the images capture The Roots while traveling as if on tour. The pictures invoke an old-school, Rolling Stones vibe and the clothes work perfectly in tandem with the musicians. Too often in fashion advertising, there is a serious disconnect between the celebrity featured and the clothes themselves – literally an unnatural fit.

A few summers ago I attended an event at a Varvatos store where legendary Rock and Roll photographer Mick Rock was holding a book signing. Flipping through “Glam” you could immediately make the connection between the photographs within, and the large graphic belt buckles, distressed leather jackets and incredibly slim trousers without.

To experience the Varvatos aesthetic, check out his store at 315 Bowery Street, the former legendary rock venue CBGB’s. When the iconic dive-bar faded away, Varvatos took over the space and kept a large part of it in tact. To be sure, it’s still a high-end retail store and a shame the rock venue is dead, but you can still get a sense of the place – a strong testament to Varvatos’ enduring passion for music.

David Bowie & Mick Ronson from the 70’s, from Mick Rock’s book “Glam.”


Category: Campaigns, Fashion.

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