GARY HARVEY CREATIVE DIRECTION

GARY HARVEY WAS CREATIVE DIRECTOR OF LEVI'S EUROPE (2000- 2005)

Gary Harvey was in charge of creative direction on brand development, product design and visual communication. He was also in charge of managing a team of 16 designers, overseeing up to 9 product ranges, working on all ATL & BTL campaigns and retail communication

GARY HARVEY: PRODUCT RANGES

Levi's Vintage Clothing,
Levi's RED,
Levi's BLUE,
Levi's Engineered Jeans,
Levi's 501 Jeans,
Levi's 100% Jeans,
Levi's Type 1 Jeans,
Levi's Red Tab Jeans for Guys & Girls,
Levi's Licensees, footwear, luggage, underwear, accessories & childrenswear.

GARY HARVEY: DESIGN COLLABORATIONS

OKI-NI & Timothy Everest,
Adidas,
Comme des Garcons, Dover Street Market,
Stussy,
Junya Watanabe,
Vivienne Westwood

GARY HARVEY: SKILLS SUMMARY

Marketing

-Directed and managed the various communication agencies to ensure they understood the Levis Brand and its values.
-Defined and controlled the image for the Levi's brand in all communication, art direction, styling, casting and hair and make-up.
-Briefed the agencies/ photographer/directors.

Photographers

Kent Baker,
Gemma Booth,
Alan Clarke,
Ian Davies,
Robert Decelis,
James Dimmock,
Robyn Derrick,
Warren Du Preez & Nick Thornton Jones,
Guzman,
Stephen Klein,
Rebecca Lewis,
Donald Milne,
Terry Richardson,
Vava Ribiero,
Diana Scheuneumann,
Solve Sundsbo,
Takay.

Directors

John Bland,
Frank Budgen,
Nayla El Solh,
Michel Gondry,
Nick Gordon,
Speck/Gordon,
Micheal Hausman,
Doug Liman,
Noam Murro.

TV Campaigns

ODYSSEY: FREEDOM TO MOVE
DIRECTOR: JONATHON GLAZER
GARY HARVEY: INPUT ON WARDWROBE,

LEVI'S RED TAB JEANS: RUB YOURSELF
DIRECTOR: FRANK BUDGEN
GARY HARVEY: CREATIVE DIRECTION ON CASTING, STYLING AND LOCATION.

LEVI'S TYPE 1 JEANS
DIRECTOR: MICHEL GONDRY
GARY HARVEY: CREATIVE DIRECTION ON CASTING,STYLING AND LOCATION.

501 ANTI-FIT
DIRECTOR: SPECK GORDON
GARY HARVEY: CREATIVE DIRECTION ON ALL AREAS.

501 ANTI-FIT
DIRECTOR: NICK GORDON
GARY HARVEY: CREATIVE DIRECTOR 501 JEANS

DIRECTOR: NOAM MURRO
GARY HARVEY: CREATIVE DIRECTION ON EVERYTHING.

Design

-Created visionary concepts that continually re-defined the jeanswear category Design communication; translating complex trend and product
design information into an easily communicable form.
-Ensured the Levi's brand identity, aesthetics and behaviors were consistently represented in all products and communication, whilst
maintaining Levi's Originator status, pushing design leadership, brand integrity and business objectives.
-Superior technical design in new fit & finish techniques.
-Won the Daniel Koshland award and Levi's Excellence Award.

Trend Research

-Extensive global travel and detailed analysis of media, popular culture and street trends from NYC, London, Tokyo, and all the major fashion
cities in US and Europe.
-Technical research into new fibres, fabrics and clothing concepts undertaken through Levi's Advanced Innovation Board under own creative
direction.

Strategic Planning

-Pan European brand building, ensured the creative vision for Levi's products and marketing informed the overall business plan.
-Global brand imaging: evolving the Levi's businesses in line with global trends and cultural influences.

Management

-Ran the London design studio and associated budgets.
-Directed, inspired and motivated the design team, all denim experts and style gurus, with an unrivalled creativity, passion and dedication.
-Worked under great pressure with the design team to meet all deadlines to the highest standards.

Published Interviews and articles as Levi's Spokesperson.

Drapers, Jan 2005, Jeanswear trends.
Velocity, Nov 2004, Personal profile, Gary Harvey.
MTV, Fall 2004, Interview, Profile on Girls jeans.
The Times, Oct 2004, 'Cool Hunter', Baggy trousers.
10 Magazine, AW 2004, 'Why oh why', Gary Harvey Designer profile.
Elle, Feb 2005, Levi's/Elle style awards.
Elle, Germany, Nov 2004, 'Trendspy', Gary Harvey.
Mens Club, Japan, Dec 2004, Profile of Levi's Europe.
Attitude, April 2004, 'Man of the month' Gary Harvey.
I:D, Fashion Now, '150 most important Designers'.
The Face, March 2004, '100 most powerful people in fashion', no62 Gary Harvey.
Esquire, March 2004. 'The return of Levi’s 501s'.
Esquire, April 2004. 'The 100 most influential men under 40' Gary Harvey.
Graphic, Designers, 'Making it personal', profile.
Zag issue 1, 'people who dare to be different'. Creatives.
10+ magazine AW2003, 10 international designers, 'Me and my desk'.
Loaded Fashion, AW 02/3, 'The geeks shall inherit the Earth', Fashion Fanatics.
Now, 'The cool hunters', design prediction.
Jack, April 2004, Q&A and Levi's 501 timeline.
Esquire, Sept 2002, 'A rivet runs through it'. Levis.
Elle Feb/April 2004. Elle style awards, in association with Levi's.
Drapers Record, May 2003, 'Forever in blue jeans', 150 years.
Financial times July 03, Denim: 'it's in the jeans'.
FHM Collections SS03, 'Blue blood', Type 1.
Dazed and Confused, SS2003, 'Our Time', GFW supplement profiles on UK designers.
The Guardian Jan 2003, 'Jean genius', Levis ad launch.
Metro Feb 2004, 'Jean Therapy'.
Metro June 2003, New faces.
The Independent, May 2003, 'It's all in the jeans', 150 years of Levi's.
Sportswear international, Fall 04, Trend prediction.
The Express, May 2003, 'Jeans Genius', 150 years.
Blueprint, Nov 2002, 'Jean mapping', Denim history.
Mined magazine, Volume 12&3 Tank magazine, Creative direction.