The guitar great will appear in new ads, shot in London by acclaimed rock photographer Danny Clinch, alongside rocker Gary Clark, Jr.
The Texas-based musician says, "It was an honour to work with John Varvatos on his new campaign and to be paired alongside a legend like Jimmy Page for this shoot."
Varvatos adds, "Jimmy Page has been a music and fashion icon of mine since 1970. He has been a major influence and I am honoured to call Jimmy a friend, and Gary Clark, Jr. is the real deal - an amazing guitar player, singer, songwriter and friend. Having The Master and the Young Guitar-Slinger together in our campaign is a dream come true."
Page and Clark, Jr. are the latest rockers to front a Varvatos campaign - Paul Weller and Miles Kane starred in the most recent ads, while Green Day, Alice Cooper, Iggy Pop and Soundgarden frontman Chris Cornell have all dressed up for the designer.