Paul Weller and Miles Kane are the new faces of a fashion campaign for John Varvatos.
Paul Weller And Miles Kane John Varvatos ad
The ad campaign was shot in New York by Danny Clinch with a Lower East Side pawn shop used as the backdrop for the scene with Paul and Miles. Clinch used the same 60s style used to capture images of Bob Dylan and The Clash. This is Clinch’s 17th campaign for Varvatos. In previous campaigns he worked with Green Day, Franz Ferdinand, Perry Farrell, Cheap Trick, Alice Cooper, Velvet Revolver, Iggy Pop, Chris Cornell, Joe Perry, Ryan Adams, Slash, Jimmy Page and Robert Plant.
“Of course I’m proud of what I’ve done,” says Paul in a statement, “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.”
“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,” Miles said.
Creative director Stephen Niedzweicki said, “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. 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 video is reminiscent of the style used on The Beatles ‘A Hard Day’s Night’.
“These images show a kind of passing of the musical torch,” says designer John Varvatos, “and you can see the influence that Paul—a fashion and musical icon—has had on Miles Kane, an up-&-comer to be reckoned with. These two Mod men dressed to the nines provide such a spectacular contrast to their surroundings.”
