Oakley, owned by EssilorLuxottica, has hired Matthew M. Williams as creative director of apparel, footwear and accessories (AFA), shown in lead photo at left. He will work closely with Travis Scott, Oakley’s chief visionary officer, shown in lead photo right.
Williams is the founder of the Matthew M. Williams label, the founder of fashion label 1017 ALYX 9SM, and a former creative director of Givenchy, where he oversaw the brand’s men’s and women’s collections.
Through Nike MMW, Oakley reports that Williams “designed his own collection within the Nike brand, which served as a decade-long launchpad for innovation, including the development of entirely new footwear systems and the world’s first treadmill-specific running shoe.” Williams has also collaborated with Dior, Moncler and Audemars Piguet.
“This is the ideal moment to welcome Matthew Williams to elevate Oakley’s AFA collections and expand the offering of one of the world’s most innovative brands. Sport performance, technology, and Oakley’s distinctive heritage will continue to shape the brand’s future collections with Matthew’s creative direction,” commented Francesco Milleri, chairman and CEO at EssilorLuxottica.
Under Mattjews direction, the company said, “Oakley AFA will present both performance-driven and lifestyle collections, prioritizing product innovation across all categories.”
“Growing up in California, Oakley was part of my upbringing. I have always admired the brand’s technical and innovative intent, which greatly aligns with my own process and design language,” said Williams. “Oakley has such a rich heritage, with history rooted in both performance sports and global culture. I am honored to join the company and look forward to working together with Travis and all Oakley teams to guide the brand into a new era.”
Image courtesy Oakley
