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RUNWAY TO HEAVEN: John Varvatos landed Jimmy Page of Led Zeppelin for its spring campaign, pairing the guitar legend with breakout blues strummer Gary Clark Jr. The new advertisements were conceived by creative agency Yard and lensed by photographer Danny Clinch — who have worked together on 17 previous campaigns for the designer — at the historic Rivoli Ballroom in London. A short film featuring the two musicians was shot at the concert hall and posted to YouTube.
“Jimmy Page has been a music and fashion icon of mine since 1970,” said Varvatos. “Gary Clark Jr. is the real deal — amazing guitar player, singer, songwriter and friend. Having ‘The Master’ and the ‘Young Guitar-Slinger’ together in our campaign is a dream come true.”
The images break in March magazines, with a media buy that includes GQ, Esquire, Details, Vanity Fair, VMan, Fantastic Man, Another Man and L’Uomo Vogue, among others. An outdoor buy comprises New York and San Francisco bus shelters, Los Angeles billboards and Las Vegas taxi tops, which all break in March. An online buy targets niche style sites such as A Continuous Lean, Selectism, Valet Mag and Uncrate.
The ad spend is even with last year, according to the company. John Varvatos spent $1.1 million on advertising in the first six months of 2012, according to Kantar Media figures. That included $968,000 on magazines, $56,000 on outdoor, $23,000 on Internet display ads and $35,000 on Internet searches.