By Laura Medina
John Varvatos, the Man, himself.
The elusive rock n' roll menswear designer to rock n' roll's gentlemen rockers and hipsters, made a rare appearance at Century City's Bloomingdale's in the men's department.
His appearance is three-pronged. John is getting himself out there due to his rising popularity on NBC's "Fashion Star;" to debut his two "boutiques," John Varvatos and the younger, edgier, "John Varvatos, Star USA;" and to raise funds and bring attention to the charity that means the most to him, 826LA, a non-profit organization dedicated to supporting students ages 6 to 18 with their creative and expository writing skills and helping teachers inspire their students to write.
In his introductory speech, John paraphrased, "Not everyone is going to be baseball star or a basketball star or a football star. Let's help the kids who will become great writers." In a way, he's helping the kids who are different and who are bullied because their gifts are different and unique from the others. Touching.
10% of John Varvatos sales from the evening’s festivities will benefit 826LA in after-school tutoring, evening and weekend workshops, in-school tutoring and help for English learners. More information may be made available at www.826LA.org.
John Varvatos' 5 Fragrances Collection, Left. Right, Star USA John Varvatos Fragrance.
As a rock n' roll patron, John always throw a free concert showcase for up-and-coming young bands he likes, at his main store, the ex-CBGB, in Lower Manhattan.
He's no different with launching his two "mini" boutiques inside Bloomingdale's. He selected Alberta Cross, this Swedish-English duo, hailing from Manhattan, to christen his Bloomingdale's debut.
After being asked which one of his fragrances best fits this night's rocking mood, John instantaneously mention his Star USA Fragrance, the most youthful of the five which reflects the young band, Alberta Cross.
"...The newest fragrance, Star USA because it is the most rock n' roll of all our fragrances, in terms of the fragrance itself and the packaging. (The packaging) is really industrial and the fact we have a concert, it really ties in real well with it."
"Our other fragrances are more sophisticated and more refined. Whereas with Star USA, it's more edgy. Whether it's my age who feel youthful or for someone who's 20 years old."
"It's a little fresher, for sure. No doubt. Our other scents have a little bit more darkness to them, in a way. Star is a littler fresher."
The fresh, bright notes comes from red ginger from Laos, juniper berries and cedrat. The middle note incorporates blue spruce, green cardamom absolute and osmanthus absolute, while vetiver, Venezuela tonka and belambr ground everything else.
The long and slender bottle and the spring-loaded cap is a take on antique beer bottles and the topper inspired by an old subway token. The packaging idea is to offer tough, urban and young design.
Enough with the seriousness, onward with the party and the concert!
John treated everybody to Alberta Cross, rocking their British take on Southern Rock...and the usually prim and proper fashionista audience rocks and grooves along with them.
Gee, what a nice gentleman to give a rare treat; and what a fun night. Rock on!
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