This is the fall ad campaign for iconic menswear brand John Varvatos, which was created by strategic creative agency, YARD.
The latest campaign features music legend, Paul Weller, alongside heir apparent, Miles Kane. This campaign follows 16 seasons conceived by YARD and photographed by Danny Clinch -- all of them underscoring the brand’s affinity for rock ‘n’ roll style-makers. Past collaborators have included Green Day, Franz Ferdinand, Perry Farrell, Cheap Trick, Alice Cooper, Velvet Revolver, Iggy Pop, Chris Cornell, Joe Perry, Ryan Adams, Slash, Jimmy Page and Robert Plant.
The campaign images were shot in Manhattan against the distinctly blue-collar backdrop of a Lower East Side pawnshop, where the two Varvatos-clad musicians stand out against the downtown setting. The iconic photographic style, historically used to capture everyone from Bob Dylan to the Clash, vividly conjures the 1960s music scene. The campaign images were inspired by some of the early post-Mod portraits of Paul Weller, as well as classic portraits from the British music scene of that time.