john varvatos
by Brian Lipton

john varvatosDesigner John Varvatos has tapped the LA-based rhythm & blues band, Vintage Trouble, to appear in his much celebrated music campaign series. The group will be featured in a video performing their upcoming song “Knock Me Out,”which was written for the campaign. The video and advertising will launch today.

Stephen Niedzwiecki, founder and chief creative officer of YARD, which conceived the campaign, says One can define the word ‘Trouble’ as the ability to stir things up mentally or spiritually.  It’s what the John Varvatos brand has been doing for years.  This season, we wanted to create content that does exactly that, using a lesser-known household name band and letting their soulful and very explosive performance do the talking.”

Using a multiple camera approach, photographer Danny Clinch’s short film documents the band as they arrive for sound check at the historic King’s Theater in Brooklyn, which originally opened in 1929 and underwent a major renovation, reopening in 2015. The cameras follow the  band, all of whose members hail from California, as they give fantastic performances that embody the rebellious spirit of the 1960’s from which they draw inspiration.

“Wear your inspiration on your sleeve and make it your own.  That’s the conversation I’ve been having with friends recently, and Vintage Trouble does this very well,” says Clinch. They’ve got classic style but with a reckless, modern twist Photographing them was a dream.  I love when musicians are willing to participate and contribute something to the shot. That collaboration takes everything to the next level

Adds Varvatos: “Shooting this campaign with my good friends from Vintage Trouble was a special treat. This is a band that gives 200 percent at every show and this shoot captures their incredible energy, talent, and style.”