He Left the Big G for a New Project. Matthew M. Williams Officially Returns to High Fashion

After leaving one of the world's most important fashion houses, he returns in a big way - this time under his own name. Matthew M. Williams is back in the game. But will he change the rules?

When Matthew M. Williams officially said goodbye to Givenchy in January 2024, the industry was divided: some regretted it, others were waiting for his next move. Now we know – the American designer who led the French fashion house through new aesthetic territories for three years is preparing something completely original. On June 24-29, the new Matthew M. Williams brand will debut during Paris Men's Fashion Week.

This won't be the debut of a newcomer, but rather the return of a player who knows the rules and deliberately bends them.

Born in 1985 in Evanston, he grew up in California, initially dreaming of medicine. Instead of a stethoscope, he chose a skateboard, music and... sewing. He got into fashion through the music scene - in 2007 he designed a jacket for Kanye West, and then collaborated with Lady Gaga , who christened him "Dada".

He has sensitively balanced between street culture and the world of luxury. In 2015, he founded the 1017 Alyx 9SM brand with his wife and Luca Benini – one of the most innovative streetwear brands of the decade. He has collaborated with Moncler, Nike and Dior Men under the supervision of Kim Jones.

While Alyx is still in business (currently under the wing of businessman Adrian Cheng ), Williams is now focusing on his own brand. According to WWD , his first show will take place at Seiya Nakamura's Paris showroom, alongside brands like Edward Cuming, Arpa Studio and Amomento. The designer plans to show both women's and men's silhouettes.

Matthew M. Williams/photo GettyImages

What can we say for sure about the new Williams line? It will be modern, functional and perfectly sewn. The collection will probably feature original fabrics, Japanese denim and shoes from a Spanish atelier famous for its handcraft.

The designer seems to be looking to combine his Givenchy experience and Alyx’s experimental approach into a single, coherent design language. If this debut has even a fraction of the energy of his earlier collections, we can expect a breath of fresh air on the Paris runways.

Williams – self-taught DJ, former “Gaga boyfriend,” creator of an aesthetic based on contrasts – is about to embark on his most personal project yet. This time, not as creative director. Simply as Matthew.