John Varvatos has switched the script from rock n’ roll to reggae for its Spring/Summer 2015 collection. Anyone who experienced even the slightest reggae phase will immediately recognize the distinctive and very long locks of Ziggy and Stephen Marley; two of the sons of the legendary musician Bob Marley.
Shot by acclaimed rock music photographer Danny Clinch, the campaign is framed as a black-and-white family portrait. According to Stephen Niedzwiecki, the founder and CFO of Yard creative agency, which functions as the go-to conceptual studio for John Varvatos, the goal was to “strip down the concept of the image to a purely beautiful, truthful portrait of two siblings.” Each brother sports a tailored peak-lapel John Varvatos tuxedo jacket; Ziggy’s is crocodile jacquard while Stephen opts for an untextured version paired with a gray dress shirt. Together, the brothers strike various poses which occasionally reveals an uncanny resemblance to their iconic father.
Though they hail from a family that is often referred to as reggae royalty, Stephen and Ziggy have earned their own set of accolades in the music industry and are frequent collaborators both in their business and personal lives. Ziggy, who counts six Grammy wins and an Emmy among his accomplishments, had this to say of the campaign: “It’s always better when I’m able to do projects with my younger brother.” Now how’s that for sibling love?
As part of the campaign, John Varvatos will release a documentary short film on February 5. The video will coincide with the celebration of what would have been Bob Marley’s 70th birthday on February 6. Be on the lookout for the film on their website.