JOHN VARVATOS RETURNS WITH NEW BRAND
Acclaimed fashion designer John Varvatos is back in business.
Just over a year after he exited his namesake brand following a bankruptcy filing and sale to a private equity firm, Varvatos has launched a new label. Called “OTD – On This Day,” the brand officially launched its first collection with an omnichannel introduction featuring the debut of otdnyc.com and the opening of its flagship SoHo NYC store. For its preliminary fall season, the new multi-gender brand presents an assortment of men, women, and unisex clothing as well as footwear, jewelry, and accessories.
Originating a narrative led by curiosity, creativity, and passion, OTD aims to explore the modern experience of style and its inextricable connections to pop culture—traversing fashion, music, art, sports, film, television, architecture, and more. Through interesting stories that occurred “on this day” in the past, new stories are sparked in the here and now.
“As individuals, we instinctively create stories that define our past, allow us to make sense of the present, and propel us into the future,” commented James Schuck, senior director of social media and special projects. “In real-life everyday communications, storytelling not only reinforces and enhances our own personal narratives, it provokes opinions, interpretations, and ideas. The crux of the message is: write your own story, on this day and every day.”
To bring the vision to life, OTD tapped American photographer Mark Seliger to shoot its debut campaign. In a studio scene, imagery for the fall 2021 season draws on a simple visual concept to strike an impressive sense of energy.
Designed to reflect the lives of those living in them, OTD reimagines essential silhouettes to feel fresh and modern. For women, blazers, oversized knits, and plaid overalls explore the effortless-luxe qualities of androgyny. On men and women, tracksuits hit fall wardrobes with a denser, more structured take on sporty, available in interchanging jackets and pants—side-stripe, racer stripe, and multi-striped as well as color-blocked and paneled jackets in animal jacquard. In unisex, men’s, and women’s silhouettes, knits are easy wearing, yet elevated. From reversible jackets and shirt jackets to an ultra-cozy mohair sweater coat and an oversized coat in 100 percent linen, the concept “between-season dressing” gets a multi-season update.
Function plays with form in sport-inspired pieces like French terry sweats, hockey jerseys in sweater constructions, and basketball tanks. For jackets and coats, sleek leather informs both biker styles and traditional coat silhouettes. Micro-quilted jackets, a garment-dyed trench, and plush velvet puffer styles uphold tactile characteristics. For men and women, tailored gets a leisure twist in unrestrictive materials and modern proportions—interchangeably styled with OTD premium-crafted leather sneakers and combat boots. Refined fabrications and thoughtful details keep the focus on wearability.
OTD collaborations in art and design are available online and in stores. The launch of the OTD x King Baby jewelry collaboration unveils a unisex range of rings, bracelets, and necklaces. This collaboration unites the effortless-luxe standards of OTD with the artisanship qualities of King Baby. Each piece is made from pure sterling silver, designed and handcrafted in the U.S.
In stores, OTD shoppers can purchase an exclusive selection of iconic photography, co-curated by Timothy White x OTD. The project will evolve with each season—like a rotating gallery, reflecting the brand’s innate connection to pop culture.
The brand has also opened a 4,000 square foot flagship store in the heart of SoHo, on the corner of Spring and West Broadway. Wide windows open to a bright and airy space, revealing a structural framework of continuous, clean lines, natural light, and minimal concrete floors. The raw, natural elements of the space are juxtaposed by curvaceous design elements. The space is livened by wavy light fixtures, unexpected pops of color, and a large-scale infinity mirror. The mixed curves of distinct custom-made furniture pieces—two black-and-brass ribbon fixtures, an amorphic organic round table, and a white atomic-era jewelry case—speak to the brand’s penchant for intentional, yet unexpected designs. Starting 2021, a full range of furniture will be available to purchase.
This fall is just the beginning for OTD. Coming soon, the brand will open its second location on Sunset Blvd. in West Hollywood, Los Angeles. Beginning in 2022, OTD will amplify its seasonal deliveries with exclusive concept drops and collaboration capsules.
