Fashion Editorial: John Varvatos Taps Hozier for F/W 2016 Campaign
Menswear designer, John Varvatos has tapped musician Andrew Hozier-Byrne for his Fall/Winter 2016 Ad campaign. The decision was immediate on Varatos’ part, stating that he developed an instant bond with the artist creatively.
“Hozier is one of the great singer/songwriters of this generation, and collaborating with him has been inspiring. He brings a fresh sense of masculinity and authenticity to the collection. This is a Renaissance man of today and years to come.”
— John Varvatos
The American designer has had a history of tapping rock musicians to front his brand’s infamous black and white ad campaigns. This particular campaign is the brand’s first-ever color editorial spread and was photographed by Danny Clinch, shot in New Jersey at the Art Factory.
An acoustic segment was filmed shortly after on site for Hozier’s critically acclaimed single, “To Be Alone” post shoot. The video will be featured alongside the campaign, directed by Clinch and produced by Yard, a branding agency.
According to Stephen Niedzwiecki, Founder and Chief Creative Officer of YARD and long-time Varvatos collaborator, “We’re living in a day and age where everything is in flux, but music always seems to find a way to cut through and make us feel good. It happened in history with the voices of Bob Dylan, Joni Mitchell and Bob Marley. And it’s why Hozier felt like a great choice for this season’s campaign as he really struck a soulful chord with his song ‘Take Me To Church’ and gained acknowledgment as a new talent, truly earning the respect of many icons in the industry. This campaign is an exciting build on the John Varvatos tradition of working with legendary rock icons and as we’ve evolved the 11-year campaign, we thought it would be nice to signal the evolution with a shift from black and white to desaturated color. The video is based on a one-take approach and we were inspired by the filmed concert performances of Bob Dylan in the 60’s and 70’s.”
The campaign features the Grammy-nominated musician in a adégradé coat, a shearling motorcycle jacket, a leather peacoat and a hand-knit, merino and alpaca shawl cardigan. The ad will break in September’s issues of Vanity Fair and GQ.by