In a fashion narrative where rugged nature meets refined style, the John Varvatos spring 2024 campaign, “The Road to Rarified,” is a masterful blend of untamed spirit and meticulous detail.
The expansive vistas of South Africa provide the backdrop for this stirring advertisement, reflecting the earthy tones and textures of a collection rich in romantic and cinematic allure.
John Varvatos Spring 2024 Campaign
With a rock ‘n’ roll heartbeat, the campaign captures the sartorial journey of the nomadic yet artistically grounded John Varvatos man.
Photographed by Cara Johnson, models Kelvin Bueno and Karl Kugelmann are the embodiments of the season’s vision, their distinctive hairstyles—Kelvin’s flowing dreadlocks and Karl’s tousled curly fringe—adding a personal touch to the ad’s aesthetic.
John Varvatos’ garments convey the language of texture and nuance. The clothing, ranging from precisely tailored suits to relaxed cardigan sweaters adorned with intricate patterns, is an ode to the brand’s rock foundations and adventurous spirit.
Statement jackets, bearing the patina of well-traveled paths, and airy, breathable polos suggest an effortless transition from day to dusk. The campaign’s clothing palette embraces the natural environment, with colors and fabrics that seem to have borrowed from the landscape.
