Harvey Nichols Sharpens Up the Frumpy Fashion of Great Men

Harvey Nichols has launched a major new campaign to celebrate the launch of its New Menswear Destination at its flagship Knightsbridge store.

In Harvey Nichols’ true tongue-in-cheek style, the integrated campaign by adam&eveDDB, pokes fun at some of the world’s greatest men and style sins they have committed - from Charles Darwin, William Shakespeare and Albert Einstein, to Barack Obama and Boris Johnson.

These men are unparalleled in their field, their achievement or status is beyond dispute let alone criticism - the sort of men that only Harvey Nichols would have the audacity to hold to account for a minor sartorial glitch. 

The campaign highlights some of their biggest achievements and style faux pas, and recommends how they could have improved their look with a haircut, beard trim, stylish trousers, jackets or trainers. It aims to emphasise that Harvey Nichols Knightsbridge is the only destination for great men in London.

The ‘Great Men ’ campaign breaks on 5th May and also encompasses digital out of home, social media, online in-store and print as well as TV for the first time in Harvey Nichols’ history.

Shadi Halliwell, Creative and Marketing Director at Harvey Nichols says: “With the growth of social media, interest in celebrity dressing, street style and bloggers, there is now even more interest in men’s fashion and an expectation that men should be getting it right. As our campaign rightly points out, Great Men deserve great style. With our new edit from the world’s most exciting designers, a team of highly trained Style Advisors and a loyalty app that rewards customers for every pound spent in store, our new menswear space in Knightsbridge ensures the experience is easy, quick and stress-free, making it the Menswear Destination for all of the Great Men out there.”

Ben Tollett, Executive Creative Director, adam&eveDDB, says: “Since the dawn of time, men have had a lot on their plates: great literary works to pen, earth-shatteringly complex equations to write, global superpowers to run. Something's always had to give. And that's usually been the stuff inside their wardrobes.”