BY MICHAEL GHOSSAINY
The world of fashion and rock n’ roll came together earlier this month as John Varvatos celebrated the opening of his first European store in London, and it was certainly no tea party. This much anticipated launch welcomed a crowd of fashion VIPs and music legends to the private party held on Conduit Street—home to the new flagship store. The star-studded affair saw the likes of Iggy Pop, Jimmy Page, Paul Cook, and Miles Kane, just to name a few. Adorned with #peacerocks, the JV Double Decker bus greeted arriving guests as the designer walked the black carpet with Ringo Starr introducing him as the face of his 2014 Fall campaign.
And true to the brand’s rock n’ roll essence, The Hives performed a secret concert on the store’s lower level, a space that was inspired by the John Varvatos Bowery store in New York City, the former home of CBGB’s and the American punk rock movement. Of those who attended were also Joseph Mawle, Felicity Gilbert, Jeff Lynne, Kimberly Wyatt, and Max Rogers.
Set in one of London’s major shopping districts, this store features the complete World of John Varvatos, including everything from the John Varvatos Collection to his collaborative lines with Converse and Ernest Benz to fragrances, eyewear, and jewelry—the works. In partnership with Rock Paper Photo, the store also includes a gallery where a collection of images with a focus on iconic jazz, rock, and R&B are available. Though it’s without a doubt that the store’s most remarkable feature would have to be the largest custom Fender guitar shop in the world—one hell of an introduction to make in Europe.
John Varvatos London
Address: 12-13 Conduit Street
Mayfair, London W1S 2XQ
Store Phone Number: +0114420374322