Men’s edgy lifestyle brand John Varvatos brings English punk legend Paul Weller and fellow UK indie rocker Miles Kane together for its latest campaign. The images for the print ads, taken by Danny Clinch against a gritty pawn shop in Manhattan’s Lower East Side, boast the two smartly dressed men shot in a photographic style that stirs up nostalgia for the 1960s music scene.
“The images we shot were inspired by some of the early post-Mod portraits of Paul, as well as classic portraits from the British music scene of that time,” said Stephen Niedzweicki, creative director of Yard and Varvatos collaborator. “By bringing together a veteran musician with another who’s just getting started, we were able to look both forward and back and introduce a whole new dynamic.”
The corresponding video from the shoot features Weller’s “That Dangerous Age” from “Sonik Kicks,” and shows the fellas buying, pawning, and selling in all their dapper glory. Taxidermy heads, boomboxes, and bicycles aren’t off limits, and they even pick up a few ladies in the shop.
Weller, whose 53 years find him best known for his days with The Jam and The Style Council, garnered a great deal of critical acclaim for his latest solo album, “Sonik Kicks.” With a whopping 22 albums total, Weller says he has no plans of slowing down anytime soon. “Of course I’m proud of what I’ve done,” said Weller in a press release, “but I’m interested in what’s next. I want to be relevant now, in 2012. I’ve done my bit for the past. I’ve only ever been about what’s next, really, and I’ll be that way until I keel over.”
Kane, a 26-year-old up-and-comer, saw success with his 2011 solo LP, “Colour of the Trap,” which was one of the UK’s biggest-selling debuts. Kane, who’s collaborated with big names such as Noel Gallagher and John Lennon, said in a press release, “My partner-in-crime Paul Weller is someone I have looked up to and learnt from, so it was an absolute pleasure and a whole lot of fun.”
Added designer John Varvatos, “These images show a kind of passing of the musical torch, and you can see the influence that Paul — a fashion and musical icon — has had on Miles Kane, an up-and-comer to be reckoned with. These two Mod men dressed to the nines provide such a spectacular contrast to their surroundings. ”