John Varvatos is infamous for using rock stars in his campaigns, nineteen to be exact, making his recent collaboration with KISS no surprise. Sure past collaborations included The Roots, Green Day + Alice Cooper,
but this time, Varvatos stepped it up a notch by having a surprise performance by the band, at his fall runway show’s after-party in Milan. Talk about a subtle way to reveal their collaboration.
As to ‘why KISS this time around’, Stephen Niedzwiecki, founder + chief creative officer of Yard, Varvatos’ agency, told WWD, ‘KISS was known for a specific style as a band. Not only were they innovative + break through with their music at the time, they were also style icons. KISS’s sense of style not only inspired future musicians, but John and creative people of all types. And its been important that every person we’ve shot over the years represents both a breakthrough figure in the music industry +, style-wise, has created a point of view for themselves.’