Levacdesigns Takes Creative Styling in Jamaican Fashion to Another Level

Kingston, Jamaica, Wednesday, 14 August 2024: 28-year-old Cavell McDermott set foot in the world of fashion in the most intimate setting—his home. With fashion woven into his genes, since both his mother and grandmother are skilled seamstresses, Cavell was already crafting his clothes by the age of 14. This ignited a passion that would eventually inspire his brand, Levacdesigns.

“I always had a liking for textiles and started designing and constructing my clothes early on,” Cavell reflects. After working under various local designers and honing his skills in the fashion industry, Cavell took a leap of faith during the COVID-19 pandemic and launched his own fashion design company, Levacdesigns. This bold move allowed him to bring his vision to life. 

However, for Cavell, the path to developing Levacdesigns was not without obstacles. “It’s hard to find all the necessary raw materials locally, and building a strong, talented team can be difficult,” Cavell admits. These challenges only seemed to fuel his determination. By maximising the available resources and using his expertise to train his team, Cavell ensured that Levacdesigns maintained its commitment to quality. His approach laid the foundation for distinguishing his brand in Jamaica’s competitive fashion industry.

With a brand well-known for its creativity, Levacdesigns piqued the interest of the Diageo team, resulting in a memorable collaboration for the “Best Weekend Ever,” a highly anticipated five-day party series from August 2-6, sponsored by title sponsor Smirnoff alongside Casamigos, Johnnie Walker, Gordon’s Premium Pink, Don Julio, and Tanqueray, at the height of Jamaica’s Emancipendence festivities. Cavell was tasked with styling Junior Brand Manager Lasana Wilson—a project that not only challenged his creativity but also allowed him to showcase his talent and flair for design under tight deadlines. Recalling his experience styling Lasana, Cavell admitted, “Lasana wasn’t difficult to style; it was almost like getting a blank canvas to work with, so I set out to find looks that would make him stand out using custom Levac pieces.”

For Cavell, this collaboration with Diageo and the Best Weekend Ever series was a standout experience. Unlike prior projects, where clients often dictated their tastes, Cavell had full creative authority. “Lasana allowed me that flexibility as he trusted my capabilities. This freedom allowed me to flow and execute better,” he said. The success of this partnership has left him eager for future partnerships, particularly with the same level of creative liberty.

Despite the challenges of limited time, Cavell’s dual expertise as both a designer and stylist allowed him to execute the project seamlessly. He incorporated Smirnoff’s fun and youthful brand into the styling, using colours and prints that reflected the brand’s image while ensuring that Lasana’s ensembles were unique and memorable.

Reflecting on the event series, Cavell expresses his admiration for the initiative, which has brought together various brands to create an unforgettable experience for Jamaicans and tourists alike. He sees the potential for Best Weekend Ever to become a major fashion event in the Caribbean, a vision he’s excited to contribute to.

In addition to his recent collaboration with Diageo for the Best Weekend Ever party series, Cavell has an impressive portfolio of past projects that showcases his versatility and creativity. Notably, he has partnered with renowned stylists Neko Kelly and Tribe Nine to style dancehall icon Beenie Man for his appearance on DJ Cassidy’s Pass the Mic special on BET and collaborated with dancehall artiste Denyque to curate her outfit for the cover of her Between Me and You single.

Looking ahead, Levacdesigns is set to expand its offerings, with plans to introduce more styling options, including corporate and female fashion. Cavell’s advice to aspiring fashion designers is clear, “Learn the basic technical aspects first, and then build on that. Understanding the business side is also crucial.”