John Varvatos
by Brian Lipton

VARVATOSADJohn Varvatos will release a new spring/summer multimedia campaign on February 14, featuring the model Sid Ellison. The new imagery and brand video will feature the tag line “Rock is Dead. Long live Rock.”

The campaign, which highlights of iconic pieces from the designer’s collection, was created under the direction of the creative agency YARD and shot by the popular fashion photographer Billy Kidd. For the last 10 years the campaign was shot by Danny Clinch and featured iconic rock musicians, including KISS, Ringo Starr, Jimmy Page to Iggy Pop.

“Rock extends beyond a genre or a moment and embodies a lifestyle unlike any other,” said Varvatos. “With the new campaign, the message we’re communicating is: we salute individuality, authenticity, freedom and rebellion. Achieve greatness in your own way.”

Adds Stephen Niedzwiecki, chief creative officer for YARD, “This season we thought we would rewrite the rules and think outside the band – amplify our attitude through a rebel spirit and usher a new era of irreverent reverie.”

The campaign will debut on across global platforms including outdoor and print advertising,, Facebook, YouTube and Twitter.