John Varvatos feature, on his 74th birthday, Ringo Starr in the Fall 2014 advertising campaign. This launch kicks off an initiative that support The Ringo Starr Peace & Love Fund.

The social media components revolve around #PEACEROCKS. This call-to-action encourages participants to share photos of themselves flashing the peace sign via Instagram, Twitter, Vine, and Facebook, in an effort to raise funds while raising awareness. For each #PEACEROCKS tagged photo, $1 will be donated to the charity through the end of 2014. Additionally, “Peace Shops” will be activated at various Varvatos points of sale where 100% of proceeds from a dedicated “peace rocks tee” will be sold to benefit the charity.

The black and white images were shot by famed rock photographer Danny Clinch in Los Angeles.