Matthew M. Williams, the former Creative Director of Givenchy, is launching a new independent fashion label bearing his own name. The debut collection will be unveiled at the Seiya Nakamura showroom in Paris from June 26 to July 1, during the Spring/Summer 2025 Paris Men’s Fashion Week.
The new brand will feature both menswear and womenswear lines. Staying true to Williams’ long-standing product-driven philosophy, the collection is crafted with a meticulous focus on every stage of the process—from material selection and sewing techniques to finishing details—all grounded in a deep respect for craftsmanship. Unlike the conventional mass-production model of luxury fashion, this project represents a return to carefully considered, refined creation at its core.
On his official Instagram, Williams wrote: “I had only begun to understand. And had to start all over again. Listening to the properties of the material. And returning to the gesture of the hand.”
He continued, “Materials, artisans and techniques. All elements that make a product unique. I wanted to find the primordial again, rediscover hope and creation. By doing everything independently.”
These words reflect a clear intention to step away from the industrialized structures of major fashion houses and return to the roots of his creative process.
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Williams is personally funding the new label and has enlisted a network of trusted partners he’s worked with throughout his 20-year career. These include a Japanese denim mill, an American jersey specialist, and a Spanish atelier known for handmade footwear—each chosen to ensure the highest level of product integrity.
Williams first rose to prominence in the fashion industry as the founder of 1017 ALYX 9SM, established in 2015. Known for its industrial aesthetics and functional design language, the brand earned acclaim through collaborations with Nike, Moncler, and Audemars Piguet. However, as the hype around streetwear has gradually waned, ALYX has undergone a period of recalibration. In late 2023, Hong Kong entrepreneur Adrian Cheng acquired a majority stake in the label and initiated a strategic restructuring.
Since then, the brand has adopted a more restrained approach, with fewer seasonal releases in 2024. This shift has coincided with Williams’ growing focus on his new venture, marking a clear transition toward a more personal and mature direction.
Rather than responding to fleeting trends or media-driven narratives, Williams’ new label represents a reset—an intentional return to substance, technique, and authenticity. It signals a departure from the street and pop culture reinterpretations that once defined his design language, and instead embraces a more structured, material-led vision.
How this paradigm shift will be received by the industry and global market remains to be seen. The answer is expected to unfold this June in Paris.
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