Rock band Kiss gets fashionable

Fashion designer John Varvatos has landed iconic rock band Kiss for his spring 2014 collection advertising campaign. The black and white (scarily) dolled-up faces of his spring 2014 collection advertising campaign is  inspired by one of the band’s album covers, the notorious “Dressed to Kill”.

“If you ask me, the partnership seems apt as the color palette for the collection Black, charcoal, silver, grey, either matte or metallic and give way to heather and light grey and finally open up to creamy white”, said the company in a press statement. It is also described the seasons colours as “nightly and shimmering, with sudden surprises”, much like if you were to see the band live on stage.

Also, black and white images for the campaign were shot by famed Rock photographer Danny Clinch in DUMBO. A documentary-style short film also debuted on over the weekend.

Additionally, during the John Varvatos Fall/Winter 2014 Fashion Show Kiss made a special guest appearance.

While working with KISS on my new advertising campaign, I was taken by how much everybody, regardless of their age, loves them. For me, it is the idea of the superhero, a man in disguise with incredible powers, that makes the KISS myth so enduring and appealing, and it’s exactly that mindset that I wanted to explore, adding a dash of fantasy to my work while keeping tailored finesse and elegance high on the agenda, Varvatos said.

The John Varvatos brand launched in 2000. The products it carries include tailored clothing and sportswear as well as footwear, bags, belts, watches and fragrances.

Rezwana Manjur
Southeast Asia Editor
Marketing Magazine Singapore
Rezwana Manjur, a true blue city girl and complete social animal, spends half her time sifting through advertising scandals, and the other half testing out brands' retail marketing strategies at the mall. She enjoys traveling and fantasising over the charming lads on hit TV show Mad Men. Most weekends, she turns nocturnal, except when brunch comes into play.

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