Not that you'd ever guess from looking at his clothes (which are luxurious, classic and understated) but John Varvatos is all about rock 'n roll. That would explain why the launch party for Varvatos' new signature fragrance (which is just as refined) culminated with scruffy rocker Jesse Malin onstage touting his new John Varvatos suit.
Malin was the mascot of the evening's downtown rocker theme. Choosing a venue was tough because "it had to have a major SoHo vibe, and it had to have a major rock vibe," Donna Faircloth, Varvatos' vice president of corporate marketing and communications, told us. "The Canal Room suited both purposes."
Servers from T&L Event Management wore reissued vintage band T-shirts made by Trunk as they passed around rather sophisticated fare (for rockers, that is) catered by Sonnier & Castle. The menu for the evening was matched to notes in Varvatos' fragrance—hints of tamarind, medjool dates and coriander, for example, inspired shots of tamarind vanilla vodka, medjool dates wrapped in pancetta, and tuna tartare on potato crisps seasoned with coriander and black sesame.
Faircloth and the team from Moda Tech decorated the venue with the moody black-and-white photography featured in the scent's ad campaign, mounting mural-sized images on the walls, and covering the midcentury modern furniture—the tables in particular—with temporary surfaces depicting the campaign's hero.
Malin started his set around 9 PM, and by the end, even a famously dour Mormon was having a good time: Playwright Neil LaBute was spotted hiding in the V.I.P. section amidst the usual suspects, like de rigeur Queer Eye guys Carson Kressley and Ted Allen.
—Greg Lindsay
Some photos courtesy of T & L Event Management
Malin was the mascot of the evening's downtown rocker theme. Choosing a venue was tough because "it had to have a major SoHo vibe, and it had to have a major rock vibe," Donna Faircloth, Varvatos' vice president of corporate marketing and communications, told us. "The Canal Room suited both purposes."
Servers from T&L Event Management wore reissued vintage band T-shirts made by Trunk as they passed around rather sophisticated fare (for rockers, that is) catered by Sonnier & Castle. The menu for the evening was matched to notes in Varvatos' fragrance—hints of tamarind, medjool dates and coriander, for example, inspired shots of tamarind vanilla vodka, medjool dates wrapped in pancetta, and tuna tartare on potato crisps seasoned with coriander and black sesame.
Faircloth and the team from Moda Tech decorated the venue with the moody black-and-white photography featured in the scent's ad campaign, mounting mural-sized images on the walls, and covering the midcentury modern furniture—the tables in particular—with temporary surfaces depicting the campaign's hero.
Malin started his set around 9 PM, and by the end, even a famously dour Mormon was having a good time: Playwright Neil LaBute was spotted hiding in the V.I.P. section amidst the usual suspects, like de rigeur Queer Eye guys Carson Kressley and Ted Allen.
—Greg Lindsay
Some photos courtesy of T & L Event Management
Scruffy rocker Jesse Malin performed in a new John Varvatos suit at the launch party for the Varvatos' signature fragrance.
The waitstaff from T&L Event Management wore reissued vintage band T-shirts made by Trunk. (Photo courtesy of T&L Event Management)
John Varvatos and Moda Techdecorated the Canal Room with images from the fragrances' ad campaign.
