“Rock Is Dead. Long Live Rock,” has been a recurring theme for John Varvatos. The genre and subculture is a tower built on a solid base of music from legends such as the Rolling Stones and the Ramones that empowered a generation to turn their back on tradition and status quos.
Related: John Varvatos | Spring 2017 Ad Campaign
“The vision we’ve captured in partnership with John Varvatos and Danny Clinch over the years has allowed us to constantly innovate,” said Yard co-founder Stephen Niedwiecki. “For this season’s “Rock Is Dead. Long Live Rock.” campaign, we partnered with musician MGK, who represents the future of rock where swagger isn’t defined by six strings and an amp, but by one’s attitude towards life.”
Creative Director: Stephen Niedzwiecki
Photographer: Danny Clinch
Model: Machine Gun Kelly
Courtesy of John Varvatos
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