(TrendHunter.com) Founder of luxury streetwear brand 1017 ALYX 9SM Matthew M. Williams has recently been named the new Creative Director of Givenchy. This is Williams’ first major director role and succeeds…
Day: June 16, 2020
Designing the brand’s own shoe collection was the natural next step in Frame’s evolution, according to cofounders and co-creative directors Jens Grede and Erik Torstensson.
Footwear is not entirely new to Frame, which launched a small sneaker collaboration several seasons ago and a boot capsule created with Tamara Mellon last fall. But this is the first time that Torstensson and Grede have truly explored the category in its entirety.
“It is part of the whole look for the Frame woman, which has been our ambition since Day One,” Torstensson said. “It was a very natural build. We famously started with jeans but then added a head to toe look with ready-to-wear and also have handbags.”
In many ways, the recent boot capsule with Tamara Mellon served to inform what the Frame woman wanted from the brand including style, the delivery of exceptional quality, comfort and a great price. “We don’t always want to wear sneakers and I don’t think a lot of women always want to wear heels,” Grede said. “So we wanted to have just really chic, casual shoes that deliver for [her] lifestyle.”
Frame’s shoe collection launches with styles that are designed for everyday comfort featuring sandals, mules, ballet flats and more.
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Attention all hype beasts: Matthew M. Williams is Givenchy’s new creative director.
The American designer behind the 1017 Alyx 9SM label and a key ringleader of the luxury streetwear scene, Williams becomes the French house’s seventh couturier. He starts on June 16 and is expected to present his first designs for Givenchy in October.
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A voice note from our new Creative Director, @MatthewMWilliams.
A post shared by GIVENCHY (@givenchyofficial) on Jun 15, 2020 at 6:15am PDT
In a statement shared first with WWD, Williams described Givenchy’s new era as one “based on modernity and inclusivity.”
“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,” he said.
He expressed gratitude to Givenchy parent LVMH Moët Hennessy Louis Vuitton “for trusting me with the opportunity to fulfill my lifelong dream.
“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,” he added.
Williams assumes all creative responsibilities, including women’s and men’s collections, Givenchy noted.
Williams led the list of candidates floated by WWD on April 13 when
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All proceeds from the masterclass will be donated to the NAACP Legal Defense Fund.
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