Matthew Williams is the new Creative Director of Oakley The appointment was made by Chief Visionary Travis Scott

Matthew M. Williams has just been appointed creative director of apparel, footwear and accessories at Oakley, joining forces with Chief Visionary Travis Scott to usher in a new era for the brand. After all, Williams, co-founder of 1017 ALYX 9SM, has already demonstrated his interest in a hybrid aesthetic, where streetwear intertwines with the more rigorous codes of prêt-à-porter. This approach also emerged in his work, albeit not always appreciated, with the heritage of Givenchy, where he served as creative director from June 2020 to January 2024.

The recent appointment therefore appears consistent: throughout his career, Williams has activated numerous collaborations with brands such as Nike, Moncler, Dior Homme and Vans, confirming his ability to interpret contemporary aesthetics through a street lens while respecting the DNA of the brands involved. In this context, his creative direction signals a renewed focus on the fusion between heritage and innovative design at Oakley: Williams will bring his distinctive emphasis on materials, technology and design, contributing to the consolidation and evolution of Oakley within the contemporary fashion landscape.