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John Varvatos taps blues band to star in spring 17 campaign

FashionBy Sunday World
John Varvatos taps blues band to star in spring 17 campaign

John Varvatos has tapped blues band Vintage Trouble to star in his latest campaign.

The American designer, who has previously featured the likes of Ringo Starr and KISS in advertisements, has selected the Los Angeles-based group to appear in his spring 2017 marketing.

Also, in keeping with his old ways, the fashion star hired Danny Clinch to photograph the group, which formed in 2010, while advertising agency Yard conceived the concept.

Along with still shots the spring campaign also includes a short film of the band performing their single Knock Me Out at Brooklyn's Kings Theatre in outfits from the line.

"This is a band that gives 200 per cent at every show and this shoot captures their incredible energy, talent and style. Ty (Taylor, frontman) wrote this killer song, Knock Me Out, along with these amazing songwriters Omar Tavarez and Federico Vender for our campaign video, and it's powerful, poignant, and destined to be a smash hit. Long Live Rock," Varvatos gushed to WWD.

Clinch created the footage and praised all four band members, also including Nalle Colt, Rick Barrio Dill and Richard Danielson, for their "classic style but with a reckless, modern twist."

The lensman describes the shoot as a dream and enjoyed having the rockers' involvement throughout.

In return, Vintage Trouble's Taylor shared his passion for moments in which music and fashion "collide".

"What I wear completely affects not only my motion, but also my emotion," the singer added. "From the moment we met John a few years back, we had a connection that reminded me of the way artists from different mediums melted into each other's vibes during the beatnik period."

Fans can feast their eyes on the campaign when it drops on social media platforms such as Instagram and YouTube on Friday (10Feb17).

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