the new face of john varvatos is…DAVE FREAKING MATTHEWS

“Dave has reached a milestone in his musical career and is taking a well-deserved year off in 2011,” Varvatos said. “We feel honored that he has chosen to collaborate with us to create such timeless imagery for this season’s campaign.”

The still ads, as well as a short art film created by Clinch and design agency Yard, draw their inspiration from Matthews’ love for vintage instruments and curiosity about carnivals, carnies and street performers. He is shot with a one-man-band gadget built from scratch using a variety of historical instruments. The shoot also includes the requisite monkey — in this case, Coco.

here’s his previous appearance in varvatos’ print:

(via wwd)

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