Givenchy presented yesterday its new artistic director, the 34 years old Matthew Williams, who is preparing for his debut in a rather peculiar time.
Williams is the founder and creative director of 1017 ALYX 9MS, label of streetwear famous among young generations. Gen-Z is already a key player in the market and, according all forecasting agencies, its purchasing power is going to raise even more in the upcoming years. It is easy to understand LVMH’s decision: the move is strategic and the intent is to reach a totally new public for Givenchy. Williams is in this optic an excellent choice, also because of his relationships with influencers and VIPs – the Kardashian family and Drake among others. Without even mentioning his commitment for the black community, whose influence is big for streetwear in general.
Apart from the fan base and the clear appeal Matthew Williams can represent for young generations, his production for ALYX speaks for him and his talent is evident. If we look at his past collections, the link with Maison Givenchy does not appear weird at all. Sneakers and tracksuits mix with tailored jackets with interesting cuts; leather and nylon create futurist garments without pretension.
Premises are good for an interesting new beginning. Williams has all the possibilities to twist, in a positive way, Givenchy, giving it a collection able to compete in the contemporary landscape. Givenchy, on its side, represents for the young designer the right lift to success. For many couture’s nostalgics the news can look dangerous, but we strongly believe that, with the right balance, it can gift us of new emotions.