Image from the new Varvatos campaign with KISS
Image from the new Varvatos campaign with KISS
 

16 Jan. 2014

New Varvatos campaign stars KISS


Menswear designer John Varvatos has launched his spring 2014 advertising campaign and, as usual, the ads feature famous musicians. This time it's the four members of 1970s rock band KISS–Tommy Thayer, Paul Stanley, Gene Simmons and Eric Singer.
The campaign was inspired by the band’s 1975 album “Dressed to Kill.”

The quartet appears in their signature makeup and John Varvatos tailored clothing in black-and-white images that were shot in DUMBO, Brooklyn by rock photographer Danny Clinch.
The campaign also includes a three-minute short film, now viewable on johnvarvatos.com. It was conceived by creative agency YARD and directed by Clinch and depicts, documentary-style, a recent surprise concert KISS gave at the John Varvatos Bowery store in New York, the former home of the iconic music venue CBGB.

“Over the years in our iconic music campaigns we have chosen artists that are ground breaking and innovative. This season I was inspired by those qualities, but also one other: the idea that every man at some point wants to be a super hero,” explains Varvatos. “KISS is that and more for me. They have broken every rule possible, enduring like no other band in music history while transcending every generation. Their super hero personas are timeless. Creating a ̳Dressed to Kill‘ campaign of KISS in suits has not only been a highlight in my career, but my life.”

This is the 19th season the award-winning designer has worked with Clinch and Yard to create a music-themed campaign. Previous ones have starred Green Day, Paul Weller and Miles Kane, Willie Nelson and Iggy Pop, just to name a few.
Christopher Blomquist

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