The latest campaign for the John Varvatos brand brings together music legend Jimmy Page, the guitarist of Led Zeppelin, paired with the 28-year-old emerging American music talent Gary Clark Jr. This campaign follows 17 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.
This campaign was shot against a textured backdrop at the 1950‘s art deco Rivoli Ballroom in South London, where the two sharply dressed subjects stand out in an iconic black and white portrait. This hall featured Tina Turner back in the day and where bands such as The White Stripes and Kings of Leon have performed on stage more recently.
The campaign will launch in March books and will include print and OOH. The campaign also includes short film that opens with Gary performing “When My Train Pulls In” on the Rivoli stage. The director cuts back and forth to Jimmy in a cab and on the streets, making his way to the ballroom and it ends just as Page enters. The film leaves the final outcome to the viewer’s imagination.