I believe that last night’s Instagram of all the trend fans was crazy washed, and Matthew Williams, a designer who has worked with Nike and Dior Men, has actually become the creative director of the French high-end luxury brand GIVENCHY! Former GIVENCHY designer Clare Waight Keller suddenly announced his departure in April this year, ending a three-year collaboration, and just as fashion fans were wondering who would take over, no one expected Matthew Williams, the head of 1017 ALYX 9SM, to step into the haute couture house.
There is no doubt that Matthew Williams is one of the new designers who have attracted much attention in recent years, not only was he shortlisted for the LVMH Prize in 2016, but he was also the driving force behind the avant-garde look for Lady Gaga. Although the first brand show was held in 2019, its strength has long attracted the attention of many bigwigs in the circle, and even Sidney Toledano, CEO of the boutique leader LVMH Group, said that Matthew Williams is an outstanding designer in his heart.
Matthew Williams has gone from using “clasps” to make a name for himself to GIVENCHY, which also indirectly proves that the history of luxury brands continues to be rewritten. Although Vrigil Abloh said in an interview at the end of last year that “streetwear will die in the next 10 years”, according to the current situation, another “street-born” designer planted a flag in a high-end fashion brand, it seems that the street faction is still sharp to seize the boutique, and then take you to review 2 designers who also rewrote the history of the brand.
Demna Gvasalia is arguably the first person to close the distance between streetwear and high-end fashion, and in 2014 she and her brother Guram Gvasalia founded her own brand Vetements, focusing on “rejecting the mainstream” subculture fashion, casting a fresh shock bomb on the fashion of the time. Oversized hoodies, DHL logo Tee, and sock boots filled the streets overnight, all young hipsters rushed to buy one, but in about a year, in 2015 he was poached for the role of creative director of Balenciaga.
From Triple S daddy shoes to exaggerated Oversize clothing, these items have become a must-have for the younger generation, coupled with the witty image blockbuster, Demna Gvasalia’s DNA has blurred the line between boutique brands and street brands. For veteran fashion fans, Balenciaga is no longer as elegant as it used to be, and despite attracting many young fans, it has become like a changed taste.
However, in recent seasons, we can see that Demna Gvasalia’s design axis is slowly being corrected, bringing back the classic elements of the brand, adding more issues worthy of reflection in the fashion industry, rather than those pieces that please young people at first glance, and even restarting the haute couture collection that has been suspended for many years!
Virgil Abloh, a topic maker, has attracted attention from all walks of life, especially after taking over Louis Vuitton menswear creative director, his popularity has undoubtedly increased. Virgil Abloh came out in 2012 with his own brand Off-White (let’s not talk about the first brand Pyrex Vision here), combining trends with high-end fashion, making a name for himself with THE TEN sneakers and the iconic arrow symbol, handing over one bright report card after another, becoming a leader in high-end streetwear.
Diss Virgil Abloh has never been less, but just when he was accused of plagiarism and did not understand design, in 2018 Louis Vuitton threw a grenade and announced that Virgil Abloh became the creative director of the brand’s menswear! For global fashion fans, this news is not only dumbfounded or dumbfounded, so Virgil Abloh broke into the classic fashion house with the banner of street culture, shuffled Louis Vuitton menswear, and used street-sense design to win the hearts of young hipsters.
It is worth mentioning that Virgil Abloh has a large network in the circle, and the blessing of these good friends also makes his momentum continue to be bullish. Although Virgil Abloh’s ownership has been controversial since then, he has indeed helped the brand to be more youthful, both in clothing and accessories, which is quite grounded, greatly shortening the distance between young people and high-end boutiques.
In recent years, many high-end streetwear managers have been targeted by boutique brands, especially these three talents have created topics and injected a sense of freshness into the fashion circle. Matthew Williams and Vrigil Abloh have neither received formal design courses or training, and it doesn’t hurt to serve a good dish, if not a favorite, after all, the topic and business opportunities are a sure winner. As for the new GIVENCHY by Matthew Williams will be revealed in October, look forward to it until then!