For its pre-fall 2022 campaign, John Varvatos heads to Nashville, Tennessee. The iconic city holds significance for the fashion brand’s most recent endeavor. Music is a lynchpin across seasons, a recurring motif in John Varvatos’ rich history. Nashville is not just rich in the art of music itself; it is also the location of the illustrious Ryman Auditorium, where Jökull Júlíusson, the label’s new campaign star, just so happened to perform with his Grammy-nominated band, KALEO.
John Varvatos Pre-fall 2022 Campaign
Approaching its pre-fall 2022 campaign, John Varvatos sets out on a journey to share the tale of a wandering musician, a nomad with a guitar, with his own story to tell. Josh Beech, a model and musician who has also become a photographer has been hired by John Varvatos to take photos for its newest advertising. Beech connects with Jökull Júlíusson at the train station and captures John Varvatos’ tribute to a nostalgic and bygone time.
Jökull Júlíusson, also known as JJ, strikes a chord with John Varvatos. JJ and his band KALEO are renowned for having a strong soulful vibe that combines a diverse range of blues, rock, and experimental roots music. The KALEO frontman resonates with John Varvatos’ unique spirit, thanks to his confidence and distinctive voice.
For Jökull Júlíusson, working with John Varvatos is a great fit. “I have loved the brand for a long time, drawn to the rock and roll aesthetic and the laid-back feel of the clothing and accessories,” shares Júlíusson. “It felt like a natural fit, and I’m really honored to be part of the campaign.”