Willie Nelson and his two sons, Lukas and Micah Nelson, have come together for the new fall campaign for the John Varvatos brand. The black and white images shot for the print campaign were inspired by portraits from the late 1800s and early 1900s and shot in Des Moines, Iowa at the historic Salisbury House.
“John Varvatos and his team are great,” Willie said. “His clothes look and feel good on your skin and are made for every man…and his sons.”
“It was a great pleasure to get to know John and hang with him,” Lukas said. “We all seem to have a similar outlook on life and it was nice to have my whole family together in the same room for this shoot.”
“When you dress sharp in John Varvatos, it’s easy to feel like the biggest gangster badass in the room,” Micah said. “It was a special day.”
“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,” Stephen Niedzweicki, Founder and Chief Creative Officer of YARD and longtime Varvatos collaborator said.
Known for its Tudor Revival architecture, rare decorative art, and landscaping, Varvatos thought the Salisbury House location was the perfect backdrop for the campaign’s short film, also featuring Willie and his sons.
“We created a mini documentary featuring Willie and his sons playing guitar together and performing the song “Still is Still Moving to Me,” cut with moments of the three talking music and style influences, growing up on the road, having famous ‘uncles’ and hating haircuts,” Stephen Niedzweicki said.
“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. “Willie is a true American Icon and it runs deep in the bloodline. I am proud to be friends with Willie and his beautiful family.”
Watch a video from the campaign below: