Whether by positioning Eminem behind the wheel of a 200, Clint Eastwood in a dank, dimly lighted tunnel or Jennifer Lopez in an imaginary Bronx, Chrysler has strove to associate itself with totems of popular culture since emerging from bankruptcy in 2009. That impulse was given full rein on Tuesday night in SoHo when the automaker organized a meeting of ZZ Top, Jack Daniels, John Varvatos and GQ magazine under one roof.
A car also made an appearance.
The 300C John Varvatos Limited Edition was parked outside the event space, Nordstrom's Treasure & Bond, the car's Phantom Black tri-coat paint glinting under the Klieg lights. Working with the fashion designer, a Detroit native, Chrysler joins a lo ng and not always glorious tradition of automakers who partner with fashion houses for special editions.
Hides from Poltrona Frau, the Italian design and furniture company, wrap the seats of the Varvatos sedan. Gauges and a center-mounted clock bear the designer's name inside the dials.
The story inside the shop, however, was ZZ Top, whom Mr. Varvatos introduced. “Everybody get a look at that fine-looking vehicle out there?†Billy Gibbons, he of Cadzilla fame, said into his microphone. “Makes me want to go out and get my license.â€
The band played “Gimme All Your Lovin',†“La Grange,†“Tush†and, a propos of the event, “Sharp-Dressed Man,†as well as songs from “La Futura,†the band's surprisingly rootsy new full-length release. It wouldn't have taken an astute ear to discern the band's influence on any number of blues-rock revivalists. At certain moments on Tuesday, the only things that seemed to separate ZZ Top from the Black Ke ys were 30 years and a barber.
The John Varvatos Limited Edition, equipped with a 5.7-liter Hemi V-8, and Luxury Edition - a 300C powered by the automaker's 3.6-liter V-6 - will be offered for sale this year, though the price premium for the sedans over their unadorned equivalents was not disclosed.
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