September 3, 2014

By Contributor

Photo Courtesy of John Varvatos

LONDON, ENGLAND – SEPTEMBER 03: (L to R) Jimmy Page, Iggy Pop, John Varvatos and Ringo Starr attend as John Varvatos launch their first European store in London, on September 3, 2014 in London, England.

London, UK – The world of fashion and music came together as John Varvatos celebrated the opening of his first European store in London. The highly anticipated opening combines the brand’s unique position that unites a rock n’ roll sensibility, old world craftsmanship and modern innovation into a space where fashion and music can thrive together.

To celebrate the launch, Conduit Street was shut down for a private party held at the new store.

Adorned with #peacerocks, the interactive campaign that gives a dollar to the David Lynch Foundation for every hashtag upload with a peace sign selfie, the JV London Routemaster Bus was parked on the street and greeted guest as they arrived. John Varvatos walked the black carpet with Ringo Starr, the face of his Fall 2014 campaign. Other special guests of the evening included; Paul Weller, Jimmy Page, Miles Kane, Iggy Pop, Leah Weller, Nat Weller, The Struts, Paul Cook, Joyce Varvatos, Barbara Bach, Say Lou Lou, Jamie Reynolds, and Dan Stevens

The Hives performed a secret concert on the lower level of the store, a space that was inspired by the John Varvatos Bowery store in New York City, the former home of CBGB’s, the seminal birthplace of the American punk movement. The crowd of Music VIPs, Fashion VIPs and Tastemakers were treated to a set that included Paul Cook and his daughter Hollie Cook, Rick Edwards, Kara Rose Marshall, Adam Ant, Jamal Edwards, Gary Powell, Andy Fletcher and Femi Fem to end the night.

Other guests of the night included Joseph Mawle, Felicity Gilbert, John McMillen, Alice Naylor-Leyland, Jeff Lynne, Kimberly Wyatt, Max Rogersand Olivia Harrison.