Chic Report

The Nelson Boys Front John Varvatos' New Campaign

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Now this is rad…80-year-old legend Willie Nelson and his sons Lukas and Micah Nelson are the new faces of John Varvatos’ Fall campaign shot by Danny Clinch in (this is our fave part) Des Moines, Iowa. The inspiration for the campaign came from family portraits of the late 1800s and early 1900s. “We wanted to create a real portrait of Willie and his sons that is classic and regal, because in my eyes, Willie Nelson has an emotional presence that stays with you long after you meet him, like meeting a U.S. President or the Queen of England,” explains Stephen Niedzweicki, creative director at design firm, YARD. “In all the iconic music ad campaigns we have shot over the last eight years, I have never been so moved as I was working with Willie Nelson and his sons,” John Varvatos said in a statement. “Willie is a true American Icon and it runs deep in the bloodline.” This jumps to the head of the line as one the coolest campaign ideas that’s come our way in recent months.

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