Givenchy names streetwear designer Matthew Williams as new creative director

Designer aims to move brand ‘into a new era based on modernity and inclusivity’

Givenchy has announced that Matthew Williams will be the French fashion house’s new creative director.

The American designer is taking the reins from Clare Waight Keller, who stepped down from the role in mid-April after three years at the helm.

In a statement, Williams, who will take on all creative responsibility for all men’s and women’s collections and present his first collection in October, said he was looking forward to moving the brand “into a new era, based on modernity and inclusivity.”

“I am extremely honoured to join the House of Givenchy,” Williams said. “The maison’s unique position and timeless aura make it an undeniable icon and I am looking forward to working together with its ateliers and teams, to move it into a new era, based on modernity and inclusivity.

“I am grateful to the LVMH group for trusting me with the opportunity to fulfil my lifelong dream. In these unprecedented times for the world, I want to send a message of hope, together with my community and colleagues, and intend to contribute towards positive change.”

Williams is the founder of streetwear-inspired sustainable womenswear label Alyx and is a key figure of the luxury streetwear scene.

His approach will be markedly different from that of Waight Keller, who was the first female creative director of Givenchy. During her tenure, Waight Keller focused on reviving the house’s haute couture atelier and aligning the brand with new ambassadors, including the Duchess of Sussex whose wedding gown she designed in 2018. The designer was credited by Sidney Toledano, chairman and chief executive of LVMH's Fashion Group, with bringing “the founding values of Hubert de Givenchy and his innate sense of elegance” into the house.

Contrastingly, it appears as though Williams has been chosen to attract a new generation of customers by infusing the label with an edgier aesthetic, much like that seen under Riccardo Tisci, who stepped down as creative director at Givenchy in 2012 after 12 years.

Toledano has since verified the company’s thinking behind Williams’ appointment, saying that the designer will help write a "new chapter" for the fashion house.

“I am very happy to see Matthew M. Williams join the LVMH Group,” he said.

“Since he took part in the LVMH Prize, we have had the pleasure of watching him develop into the great talent he is today. I believe his singular vision of modernity will be a great opportunity for Givenchy to write its new chapter with strength and success.”

The Chicago-born designer began his career art directing for Kanye West and also went on to work with Lady Gaga, through whom he met a host of industry names such as fashion photographer Nick Knight, editor Nicola Formichetti and Hedi Slimane, the creative director at Celine. Williams has also previously collaborated with Virgil Abloh, the founder of luxury streetwear label Off-White and current men's artistic director at Louis Vuitton.

In 2016, Williams won the support of many in the fashion business for his progressive approach to design after being shortlisted for the 2016 LVMH Prize for Young Fashion Designers.

Since founding his brand Alyx in 2015, Williams has also garnered a loyal following by merging street culture aesthetics with practical garment construction and has been involved in a number of collaborations with renowned international sports and luxury lifestyle brands, including Moncler and Dior.

The 34-year-old currently resides in Ferrara, Italy, however he will relocate to Paris before starting at Givenchy.

Williams is entering the luxury fashion house at a difficult but interesting time, with the fashion calendar being disregarded by a number of major designers (including Gucci and Saint Laurent) and the luxury market blighted by the coronavirus pandemic.

Kering, the French umbrella company of brands like Bottega Veneta and Balenciaga, recently reported a 15.4 per cent drop in revenue, while LVMH also announced a 15 per cent drop.