JOHN VARVATOS
• Spring/Summer 2016
- July 12, 2016
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29,857
John Varvatos announced today a shift in his advertising concept for the brand’s Spring/Summer 2016 multimedia campaign. Evolving to the “Rebel Spirit,” the new imagery and brand video is a progression from the previous “Rock n’ Roll Gentleman” campaigns, and captures the soul of the John Varvatos DNA, which centers on “rock as a way of life.”
“Rock extends beyond a genre or a moment and embodies a lifestyle unlike any other,” said John Varvatos. “With the new campaign, the message we’re communicating is - we salute individuality, authenticity, freedom and rebellion. Achieve greatness in your own way.”
Under the direction of the creative agency YARD and its Chief Creative Director Stephen Niedzwiecki, the ad campaign was shot by the popular fashion photographer Billy Kidd, and features key pieces from the John Varvatos Spring Summer 2016 collection worn on the male model Sid Ellison. With the tag line “Rock is Dead. Long live Rock,” the campaign combines the rock attitude with iconic pieces from the collection for deeper storytelling, creating desire and connecting consumers with the John Varvatos brand.
Stephen Niedzwiecki comments, “This season we thought we would rewrite the rules and think outside the band - amplify our attitude through a rebel spirit and usher a new era of irreverent reverie”.
Early on in the brand’s history, the advertising campaigns were based on romantic imagery and the photographs set the tone for its identity of “a vintage meets modern edge.” For the last ten years the campaign was shot by Danny Clinch and featured iconic rock musicians, from Jimmy Page to Iggy Pop. These campaigns embodied an authentic and organic collaboration with icons of music from different genres including rock, hip hop, and reggae. The musicians that were chosen during these campaigns were groundbreakers and revolutionaries, whose music, philosophy, and influence transcended generations.
As the brand grows, the campaign will continue to salute the values that are core to its heritage. It will debut on February 14, 2015 across global platforms including outdoor and print advertising, JohnVarvatos.com, Facebook, YouTube and Twitter.
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JOHN VAVATOS
social media @JohnVarvatos
Central Embassy Level 1 Tel. 02-1605803
Central Chidlom 4th Floor
Paragon Department Store 2th Floor
Zen Departmentstore 4th Floor
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