NEW YORK, NY (September 23, 2019) — John Varvatos is proud to announce Big Machine/John Varvatos Records’ chart-topping rock band, Badflower, as the face of the Fall/Winter 2019 John Varvatos Star USA campaign.
A youth-infused extension of John Varvatos Collection, the John Varvatos Star USA line is, at its core, inspired by artistic expressions of Rock-and-Roll culture. Exploring the importance of creative dissonance, the Fall/Winter 2019 John Varvatos Star USA campaign finds an ideal casting in Badflower.
Primal, passionate, and powerful, Badflower is today’s most buzzed-about rock band. California born and bred, Badflower’s music taps into a gritty, kinetic energy, with a grunge-y gutter spirit topped off by jarring theatrical delivery and unshakable riffing. Fronted by Josh Katz along with lead guitarist Joey Morrow, bassist Alex Espiritu and drummer Anthony Sonetti, the emerging LA-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.
“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.”
In striking imagery and film, shot by renowned photographer and director Mark Seliger, the campaign unveils a day-in-the-life narrative set against an eminent New York City backdrop. The story begins in a 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 everyday 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.
Influenced by social scenes of artistic luminaries, Fall/Winter 2019 harnesses the retro-cool style codes and progressive attitudes of rock icons, musicians, poets and activists. Today, in reverence to such era-defining troubadours, Badflower navigates the hyped cultural undertow with fresh views and on-point ’fits—taking on modern issues with total authenticity and razor-sharp charm. Proof that the collection’s easy-cool style can be anything but boring.
“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.”
John Varvatos has a long history of enlisting musicians for the brand’s traditional advertising campaigns which highlight the brand’s kinship with creative vanguards and standout style-leaders. Spanning a vast range of artists, past collaborators for the brand include Machine Gun Kelly, Hozier, Gary Clark Jr., Jimmy Page and Nick Jonas. With the launch of Fall/Winter 2019 campaign, John Varvatos Star USA extends the brand’s artist-motivated vision—offering a fresh new perspective at the helm of music’s next wave.