John Varvatos taps musician Ryan Adams to star in the Spring/Summer 2005 advertising campaign. This collaboration is the first of what is to become a signature of the brand, an iconic series featuring legendary musicians expressing their eclectic style in Varvatos clothing.
“Usually fashion designers keep their eye on what the rock world is wearing and a year later you see a remarkable resemblance in their collections. In John’s case, it seems to work the other way around. He has lent a lot of style to the rockers…”
— Joe Perry, Aerosmith
The campaigns are shot by legendary photographer Danny Clinch, renowned for his distinctive journalistic style and decades of work with musicians, including Johnny Cash, Bruce Springsteen, Tupac Shakur, Bob Dylan and many more of the world’s biggest idols.
Since the first campaign, featured musicians have included Joe Perry, Chris Cornell, Iggy Pop, Velvet Revolver, Alice Cooper, Cheap Trick, Perry Farrell, Franz Ferdinand, ZZ Top, Dave Matthews, The Roots, Green Day, Paul Weller & Miles Kane, and Jimmy Page & Gary Clark Jr.