Matthew M. Williams Appointed Creative Director of Oakley
The former Givenchy designer will oversee apparel, footwear and accessories alongside chief visionary officer Travis Scott.
Summary
- Oakley has officially named Matthew M. Williams as the new creative director of its apparel, footwear, and accessories categories
- The acclaimed designer will work in close collaboration with the brand’s chief visionary officer Travis Scott
- Williams plans to merge the brand’s technical performance heritage with a modern lifestyle design language
Oakley has officially appointed Matthew M. Williams as its new creative director for apparel, footwear and accessories. Returning to his Californian roots, the 1017 ALYX 9SM founder is set to steer the heritage performance brand into a new era of lifestyle-driven sportswear.
Tasked with defining a fresh vision for the imprint, Williams will oversee the development of Oakley‘s AFA (Apparel, Footwear, and Accessories) divisions. His design approach will bridge the gap between high-performance athletic gear and everyday lifestyle collections. In this newly minted role, Williams will also work in close collaboration with Travis Scott, who currently serves as Oakley’s chief visionary officer. Caio Amato, global president of Oakley stated, “Matthew brings in his belt a lot of knowledge, not only in design: He understands about the business landscape. He understands about the cultural nuances between different countries all over the world. He can talk with the same energy and passion about design as he can talk about distribution, customers and as well as operations and sourcing. Matthew is incredibly good at seeing the 360 – and that’s what Oakley needed.”
The appointment marks a significant next step for Williams following his departure from Givenchy in late 2023. For the designer, the transition represents a deeply personal homecoming. Having grown up in California, Williams noted that Oakley was a constant presence throughout his youth. He plans to draw on his lifelong admiration for the brand’s technical and innovative direction, merging it seamlessly with his own signature design language. Williams shared, “I said yes immediately because there’s just so much potential for the brand and a rich history that’s really authentic to my background.” According to parent company EssilorLuxottica, Williams’ creative direction will heavily lean into the brand’s distinct heritage, sports performance and technological advancements.
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