Let’s hear it for the boys. Famous friends John Varvatos and Ringo Starr have fused together the worlds of fashion and music for an unforgettable philanthropic collaboration.

The debut of the John Varvatos fall 2014 advertising campaign featuring Starr, coincides with an initiative to support The Ringo Starr Peace & Love Fund which was established to support the nonprofit David Lynch Foundation. The foundation helps implement scientifically proven stress-reducing methods for those suffering from epidemic levels of chronic stress and stress-related disorders that fuel violence, crime and soaring health costs.

The black and white photos from the interactive campaign were shot in LA by rock photographer Danny Clinch, who created a vintage appeal while still capturing Starr’s passion for peace.

In support of the program, a behind-the-scenes short film (watch on 2020mag.com/videos) featuring Jimmy Kimmel, Matt Sorum, Steven Tyler, Jeremy Piven and of course Varvatos, was created along with a social media component incorporating the hashtag #PEACEROCKS. Participants are encouraged to post pictures of themselves on Instagram, Vine, Twitter and Facebook flashing the peace sign, a message Starr has been sharing for over 40 years. For each photo that uses the hashtag, one dollar will be donated to the foundation until the end of 2014. “Peace Shops” will also be activated at select John Varvatos stores, where 100 percent of proceeds from the sale of special “peace rock T-shirts” will be donated to the charity.

“Ringo’s music and heart are unique, not only in the rock ’n’ roll world but the world in general,” says Varvatos. “Knowing and working with him has been one of the most motivating and stimulating experiences in my life.”

“I’ve waited a long time to become a male model,” jokes Starr. “And what a great way to do it—all for a good cause. I urge everyone to join us and use #PEACEROCKS.”

You heard the Beatles great. Strike your best pose and flash the peace sign. Because #PEACEROCKS.

—Victoria Garcia