After leaving his position as creative director of Givenchy in January 2024, Matthew M. Williams presents his new personal project. Under his own name and without calling it a brand, but a project. And that distinction is important. He is not looking to respond to external expectations, but to focus on products with real value, quality materials and careful manufacturing.
The launch includes Japanese denim and white T-shirts. Simple, well-made pieces with no unnecessary elements. Williams wants to return to total control of the process and work directly with trusted suppliers. They include a weaving mill in Japan, knitters in the US and shoemakers in Spain. Every part of the project is coordinated by him, with no communications agency or corporate structure.
Although he is still with ALYX, this new move marks a clear difference. If ALYX is associated with an industrial and technical style, this new line seeks something more direct and refined. There are no marked codes or closed aesthetic references. Just garments designed to be worn and to last.
During the last Paris Fashion Week, he showed the first pieces in person. No shows, no spectacle. Just product. Aiming to go back to basics and avoid creative or commercial distractions. He wants to make clothes that he would wear himself and that he believes in, without filters.
This project by Matthew M. Williams reflects a growing trend among established designers. That of distancing oneself from traditional structures and taking back autonomy in creation.
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