by Stephen Garner

John Varvatos has tapped Big Machine/John Varvatos Records’ chart-topping rock band Badflower as the face of the brand’s fall/winter 2019 Star USA campaign.

Fronted by Josh Katz along with lead guitarist Joey Morrow, bassist Alex Espiritu, and drummer Anthony Sonetti, the emerging L.A.-based band garners apt praise for delivering emotive, guitar-heavy rock with an innate sense of ease—blending brutal honesty with high intensity. The first band to sign with Varvatos’ eponymous record label, Big Machine/John Varvatos Records, the four-piece’s gritty, enigmatic spirit puts a resonate and relevant new spotlight on the effortless-cool ethos of John Varvatos Star USA.

Shot by photographer and director Mark Seliger, the campaign unveils a day-in-the-life narrative set against a New York City backdrop. The story begins in an indie, nostalgia-revved bar, following Badflower as they play a live gig, hang out and take on the night—ending with coffee over a quintessential diner breakfast at sunrise.

As downtown locations frame the collection, the mood feels as casual and every day as it does instinctual and unexpected—versatile, yet individualistic. Decked in nonchalant layers, rich textures like faux fur and sleek all-black shearling are mixed with bold, relaxed vintage-inspired tees, plaids, camouflage and animal prints with razor-sharp taste. Just like fashion and music, the collection is a composition of many elements: color, structure, volume, situations, and personas.

“Badflower represent everything that’s missing in music and style today,” said John Varvatos. “They are rebels and amazing storytellers that carry themselves with ease and confidence. At the same time, they are absolutely one of the best rock bands on the planet. I’m proud to have them representing the John Varvatos Star USA brand and chart-topping artists on the Big Machine / John Varvatos label.”

“We had such a blast working on this shoot with John and his crew,” Badflower commented. “This was our first time getting involved with anything fashion related and John was with us the whole time making it super fun and low pressure. He’s such a visionary in both the music and fashion scene and we’re privileged to be able to work so closely with him.”