John Varvatos, known for his “rock n' roll sensibility,” has taken his look across the pond for his first multi-level store in London. So what does an infamous edgy fashion designer do to launch their brand in Europe? The answer to that question is you have a party – and a big one, no doubt…with a big….BUS. (Yes, we said bus.)
Last night's party wasn’t the norm that Londoners would expect. Conduit Street (a corridor of the world famous Oxford Circus shopping district) was literally shut down for the fashion fête. Revelers who entered were greeted by a vintage red JV London Routemaster double decker bus adorned with Ringo Starr no less, who fronts the Fall 2014 campaign. And did the iconic rocker show up? Yes…he…did - along with other noteworthy rock legends such as Iggy Pop, Jimmy Page, Paul Cook (drummer of the Sex Pistols), The Struts and Adam Ant. We also spied the gorgeous Kimberly Wyatt of Pussycat Dolls fame who has made a name for herself in the UK as one of the judges on a popular dance show, Got to Dance. Who knew? (It’s good to see another “doll” with a noteworthy career.)
Partygoers sipped on cocktails and munched on light canapés amongst the tailored suits, sunglasses, finely crafted boots and (of course) leather jackets. Guests were urged to tweet pics with a "V" peace sign for the #peacerocks campaign that funds Starr's charity initiative, Peace & Love fund, supporting the Lynch Foundation. For every tweet, John Varvatos' company donates $1. Stylish and charitable.
And what would a crowd of Fashion, Music and London VIPs also get from a party like this? While that would be a secret private concert from the Hives, performed in the lower level of the store that was inspired by the Bowery store space, the former CBGB, where punk music was born. This space is literally a rock music lover’s dream. There is vintage vinyl, framed pictures of rock legends and what could be the largest collection of Fender guitars housed in one space – all for one’s perusal. Legendary, indeed.
Leave it to John Varvatos to trek across the pond and celebrate their European launch with the same rocker-cool edge that he is known for in NYC. His tradition of music and fashion continues….