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VARVATOS PAYS A CARNY-COOL HOMAGE TO ‘ROCK-N-ROLL’

  • by Corrie Shenigo
  • posted at 6:39 pm
  • January 14, 2011

If you’ve been paying attention to his previous campaigns and nearly every interview ever done, it’s not exactly a secret that menswear designer John Varvatos loves “rock-n-roll”.  But truly, Mr. Varvatos, you’ve outdone yourself this time.

Dave Matthews (and Coco) for John Varvatos

In what could possibly be the coolest still and short art film for a collection ever shot – John Varvatos has tapped Dave Matthews as star.

“Dave has reached a milestone in his musical career and is taking a well-deserved year off in 2011,” Varvatos said. “We feel honored that he has chosen to collaborate with us to create such timeless imagery for this season’s campaign.”

The campaign, shot by Danny Clinch and design agency Yard, pays homage to Matthews’ love for vintage instruments and curiosity about carnivals, carnies and street performers. In fact, the one-man-band gadgetry that he’s wearing was built for the shoot from scratch using a variety of historical instruments.

This is Matthews second collaboration with the brand — he also appeared in the fall “Sgt. Pepper”-like campaign featuring a veritable smorgasbord of musicians.  You can see previews from Varvatos current collection here.

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