John Varvatos

John Varvatos Star USA Fall 2019 Campaign Directed by Mark Seliger


John Varvatos reveals chart-topping rock band Badflower as the face of the brand’s Fall/Winter 2019 Star USA Campaign. The menswear designer – who partnered with Big Machine Records back in 2017 – signed Badflower as the first band of Big Machine/John Varvatos Records. 

Merging youth with Varvatos’ signature Rock-and-Roll philosophy, the John Varvatos Star USA line tells a story that champions creative dissonance. 

Badflower represent everything that’s missing in music and style today. They are rebels and amazing storytellers that carry themselves with ease and confidence. At the same time they are absolutely one of the best rock bands on the planet. I’m proud to have them representing the John Varvatos Star USA brand and chart topping artists on the Big Machine / John Varvatos label.

— John Varvatos

One of today’s most buzz-worthy rock bands, Badflower has a gritty, kinetic energy that blends brutal honesty with intense passion that perfectly pairs them with the menswear brand. Fronted by Josh Katz along with lead guitarist Joey Morrow, bassist Alex Espiritu and drummer Anthony Sonetti, the emerging LA-based band garners apt praise for delivering emotive, guitar-heavy rock with an innate sense of ease.

Shot in both imagery and film by renowned photographer and director Mark Seliger, the campaign narrates a day-in-the-life story amongst a New York City backdrop. The story begins by following the rock band inside an indie bar as they play a live gig, while subsequently taking on the night together that ends in a sunrise coffee breakfast. As downtown locations frame the collection, the mood feels as casual and everyday as it does instinctual and unexpected—versatile, yet individualistic.

Influenced by social scenes of artistic luminaries, Fall/Winter 2019 harnesses the retro-cool style codes and progressive attitudes of rock icons, musicians, poets and activists. Today, in reverence to such era-defining troubadours, Badflower navigates the hyped cultural undertow with fresh views and on-point ’fits—taking on modern issues with total authenticity and razor-sharp charm.   

We had such a blast working on this shoot with John and his crew. This was our first time getting involved with anything fashion related and John was with us the whole time making it super fun and low pressure. He’s such a visionary in both the music and fashion scene and we’re privileged to be able to work so closely with him.

—Badflower

John Varvatos has a long history of enlisting musicians for the brand’s traditional advertising campaigns. With the launch of Fall/Winter 2019 campaign, John Varvatos Star USA extends the brand’s artist-motivated vision—offering a fresh new perspective at the helm of music’s next wave.

John Varvatos Creative Director | John Varvatos
Director/Photographer | Mark Seliger
Models | Badflower
Music | Badflower