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Health Returns... Filming Florent...

A look at Health... Converse's new ads...

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FILMING FLORENT: A few weeks before Florent closed for good, John Varvatos took over the iconic restaurant to shoot his fall campaign for Converse by John Varvatos. For the second season, Ryan McGinley was behind the lens, photographing British “It” girl Daisy Lowe, known both for being the daughter of Gavin Rossdale and for her relationship with music producer Mark Ronson. In addition to the ad images, McGinley shot a 60-second short film inside Florent, which has the models causing havoc for guests dining there.

Varvatos said he picked Lowe, in part, because she is “cute, sexy but not overly beautiful...the kids in the ads look pretty real, we were not looking for glamour.” The brand once again worked with Yard, the creative agency behind the ongoing “Get Chucked” theme. Varvatos declined to discuss the ad budget, but said the campaign will appear in Elle, GQ, Interview, Vogue and The New York Times.

— Amy Wicks
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