Joe Jonas Comes of Age
By MELENA RYZIK
Published: September 28, 2011
THERE is power in numbers, and so a lone Jonas walking into a Midtown Manhattan restaurant does not have nearly the oomph of a threesome. Joe Jonas, middle child of the phenom Jonas Brothers, went nearly unrecognized over a long lunch at Asia de Cuba recently, perhaps because most of the other diners were, you know, adults.
Mr. Jonas felt right at home, though. When he is with his brothers Nick (the cute one) and Kevin (the married one), the JoBro are a juggernaut of tween fandom, with all the attendant high-decibel hysteria. But solo, Joe has an entirely different persona, or at least he’s aiming to. He is the sultry one: a man — O.K. a guy — with a sharper edge, an independent point of view, sophisticated tastes.
“I want to start a food blog eventually,” Mr. Jonas, 22, announced as he sat down to lunch (calamari salad, sea scallops and Cuban barbecued chicken). A devotee of fine dining, he rattled off the names of chefs he’s impressed by, including Tim Love, the Texan guru of new Western cuisine (his rattlesnake tacos, Mr. Jonas said, are “unreal”); and Susan Feniger, owner of a street food restaurant in Los Angeles. Mr. Jonas has met Stevie Wonder, Paul McCartney and President Obama, but reserves his greatest ardor for Mario Batali and Ferran Adrià.
“I don’t really get star-struck ever, but when it comes to chefs, I will sometimes get nervous,” he said. “If there’s a chef I really like, I will freak, because I think their talent is so different from what I do.”
Once a mop-topped, purity-ring-wearing Disney star alongside his brothers, Joe is moving into sleeker territory, from his physique to his piqued interest in fashion, food and other epicurean pursuits. He sits on the front row at fashion shows in Milan and New York and was a judge on “Top Chef.” With a debut solo album, “Fastlife,” full of club-ready tracks, due out Oct. 11, and a sudden burst of 5 o’clock shadow, he is hoping to make the transition from a boy band to an adult artist. Let’s call it Timberlaking.
But Justin Timberlake is the rare performer to emerge from the Disney cocoon a fully formed, multiplatform talent. Blame changing tastes or Biebermania: the Jonai’s popularity has shrunk. A 3-D concert film in 2009 was considered a box office disappointment, and their last Disney Channel series, “Jonas L.A.,” faltered as it tried to cast them as more mature; it was canceled last year.
“They become so identified as a group and so identified as a teen and tween brand, it’s hard to prove to people that you’ve grown up,” said Joe Zee, the creative director of Elle, who worked with Mr. Timberlake as he transitioned from boy band to solo career. “You’re immediately met with a level of skepticism.”
Mr. Zee, who has not worked with Mr. Jonas but considers himself a fan, praised his emerging style.
“He does it well, with the scruff and the new haircut,” he said. “He’s got all that down pat.”
But, Mr. Zee added: “If he wants to be the Beyoncé of Destiny’s Child, he’s got to really show that he can grow and mature, and really, to be honest, get an entirely new fan base. Maybe that means growing stubble, but it also means maturing in all levels, in his style and in his sound.”
Designers are already eager to help Mr. Jonas outfit his new look. Italo Zucchelli, the creative director for Calvin Klein men’s wear, dressed him on several occasions, taking him around Fashion Week in Milan. “There were, like, screaming girls following him everywhere, everywhere,” Mr. Zucchelli reported, still registering some shock. He was impressed with Mr. Jonas’s aesthetic: wearing sneakers with suits or a denim jacket with a blazer, asking about runway wear.
“He’s very interested in that, to be part of the fashion language,” Mr. Zucchelli said, calling him an ideal youthful model for his designs. “What I do is really inspired by iconic American-ness, and to me Joe is like an all-American boy.”
Mr. Jonas’s growing fashion clout was evident during the recent New York Fashion Week, when he performed at Saks Fifth Avenue during Fashion’s Night Out, dressed by Simon Spurr, a young British designer. They met earlier this year, at a dinner at the Chateau Marmont in Los Angeles. “He really embodies the brand,” Mr. Spurr said. “He’s very humble, he’s good-looking, he’s clean, he’s next-generation.”
Mr. Jonas said he first spotted Mr. Spurr’s clothes on Mr Porter, a men’s luxury online retailer, and alerted his stylist that he wanted to wear the label, which he does in his new video, “Just in Love” — at least the part of it where he is not cavorting in a bathtub with a model.