All The Rage

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Varvatos vaults into e-commerce, lets you shop the runway look

September 22, 2009 | 12:25 pm

The most surprising thing about the announcement that John Varvatos was rolling out an e-commerce site today was probably the fact that he didn't already have one. Sure, his rock-tinged wares can be bought online easily enough through other retailers' websites (including Bloomingdale's, Neiman Marcus and Barneys New York), but apparently the man who had the foresight to give the world the boxer-brief (during his time at Calvin Klein) and the lace-less Converse hadn't managed to cobble together a one-stop shop for all things John Varvatos in cyberspace. (No worries John, I don't think this Internet thing is going to ever amount to anything ...)

Rage_varvatos

As of today, for shipping to U.S. addresses only, customers can shop for JV's ever-growing universe of clothes, accessories, footwear and fragrances at the John Varvatos website, where you'll also find some merchandise from the designer's Star USA line and Converse by John Varvatos shoes.

As someone who covers the runway shows, what I find most noteworthy is that, in addition to shopping by category, one has the option of shopping from a handful of complete runway "looks" as they appeared in the actual show. For example, if you were particularly taken with the outfit at right (dubbed "Look 28"), you'd just click on it and you'd get a breakdown of its six pieces: the Ago Chelsea boot, the Hampton two-button blazer, a five-button peak lapel vest, printed paisley scarf, solid long-sleeved shirt and slim-fit side-tab trousers.

It's not only the runway as lookbook, it's runway as catalog, and it will be interesting to see if men (at least those of us who are reticent to ask for help -- or driving directions) will use the looks as a general guide or buy the whole enchilada, as a kind of Garanimals for grown-up guys.

-- Adam Tschorn

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Photo: A look from the Fall/Winter 2009 John Varvatos runway show in Milan. One feature of Varvatos' new e-commerce site, which launched today, is that the pieces are merchandised together as a single "look." Credit: Peter Stigter and Jonas Gustavsson / For The Times


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