July 7, 2014
Photo by David Clinch
New York City, USA — John Varvatos is proud to feature, on his 74th birthday, Ringo Starr in the Fall 2014 advertising campaign. This launch kicks off an initiative that seamlessly combines the campaign, a behind-the-scenes short film and a dynamic social media component all to support The Ringo Starr Peace & Love Fund. Starr, a pioneer of transcendental meditation who has been communicating the peace and love message for over 40 years, is fresh off the heels of accepting the 2014 Grammy Lifetime Achievement Award on behalf of The Beatles
This fully integrated program raises awareness for the Ringo Starr Peace & Love Fund which helps implement scientifically proven stress-reducing modalities for at-risk populations suffering from epidemic levels of chronic stress and stress-related disorders that fuel violence, crime and soaring health costs.
The social media components revolve around #PEACEROCKS. This call-to-action encourages participants to share photos of themselves flashing the peace sign via Instagram, Twitter, Vine, and Facebook, in an effort to raise funds while raising awareness. For each #PEACEROCKS tagged photo, $1 will be donated to the charity through the end of 2014. Additionally, “Peace Shops” will be activated at various Varvatos points of sale where 100% of proceeds from a dedicated “peace rocks tee” will be sold to benefit the charity.
The black and white images were shot by famed rock photographer Danny Clinch in Los Angeles. According to Stephen Niedzwiecki, Founder and Chief Creative Officer of YARD and longtime Varvatos collaborator, “We wanted to create a classic image of Ringo that also captured his passion for PEACE. Inspired by vintage shots, every image features Ringo flashing his infamous peace sign, thus becoming the signature of the campaign.”
I’ve waited a long time to become a male model,” Ringo said with a laugh, “and what a great way to do it – all for a good cause. I urge everyone to join us and use #PeaceRocks. For every upload, John will donate a dollar to the Ringo Starr Peace & Love
Fund that through the David Lynch Foundation teaches meditation to people at risk and suffering. I want to thank John for this campaign and all he has done – what a nice guy, guy, inside and out. So remember, #PeaceRocks and Love Rolls! Peace & Love.”
“Ringo‟s music and heart are unique, not only in the rock n‟ roll world but the world in general. Knowing and working with him has been one of the most motivating and stimulating experiences in my life,” says Varvatos.
Friends of Ringo Starr came together to show their support in a 3-minute documentary-style short film which debuts today on johnvarvatos.com in tandem with the #PEACEROCKS initiative. The video features a modern version of a drum circle with Clem Burke, Tré Cool, Jim Keltner, Jimmy Kimmel, Jeremy Piven, Chad Smith, Matt Sorum, Steven Tyler, and John Varvatos all performing while championing peace. “People may know Ringo Starr, the Beatle, however the positive work he is inspiring around the world is its own legacy,” says Chad Smith.
In the brand‟s Fall 2014 campaign and short film, Ringo wears a John Varvatos black cut-away asymmetric leather biker jacket with front button closure and snap collar, black linen V-neck tee, black jeans and a pair of double-zip Engineer Boots in black garment dyed leather.
This latest John Varvatos campaign follows 20 seasons conceived by Yard and photographed by Danny Clinch, all of which underscore the brand‟s affinity for rock „n‟ roll style-makers. Past collaborators include KISS, Willie Nelson, Jimmy Page and Gary Clark Jr., Paul Weller and Miles Kane, Green Day, The Roots, Dave Matthews, ZZ Top, Franz Ferdinand, Perry Farrell, Cheap Trick, Alice Cooper, Velvet Revolver, Iggy Pop, Chris Cornell, Joe Perry, Ryan Adams and Slash.