JV Bowery photos © Getty Images for John Varvatos
The campaign will showcase the brand’s evolution as portrayed by one of music’s most progressive new artists. The result is black and white imagery and video that showcases a triumphant mix of the past and present exhibited through content that also highlights the meaning behind some of MGK’s most iconic songs. Captured by esteemed rock and roll photographer Danny Clinch and independent creative company YARD, the campaign illuminates the brand’s ability to highlight artists who align with its aesthetic. “MGK’s rebel spirit is right on point, and it shows that JV is paying attention and is giving us the unexpected icon for this campaign,” says Clinch.
Varvatos and MGK celebrated the new campaign during New York Fashion Week with a performance by MGK himself at the John Varvatos 315 Bowery store, formerly CBGB. The packed house was audience to never before seen life-sized cutouts of the Fall/Winter 2017 campaign images featuring MGK. After Varvatos introduced the musician, MGK took the stage in the limited edition lynx print coat featured in the campaign imagery and gave the crowd a live glimpse of the rebel spirit that he clearly shares with Varvatos. “We’re two rock and roll souls who were bound to come together and bridge the gap between generations,” says MGK. “Glad it happened this way.” We couldn’t agree more.
–Anna Smutny