Oakley has named fashion designer Matthew M. Williams, who has worked and collaborated with brands such as Givenchy, Nike and Dior, as creative director of apparel, footwear and accessories (AFA). Williams will work with rapper Travis Scott, the brand’s chief visionary officer, to oversee design across sports and lifestyle collections, Oakley said.
The hiring comes as the company seeks to recode its design language. Williams is tasked with defining a new vision for the AFA division that draws from its historical DNA while prioritizing product innovation and technical excellence, the company said.
Williams joins Oakley with two decades of experience in technical design and luxury fashion. His professional background includes:
- Givenchy: Former creative director of men’s and women’s collections.
- 1017 ALYX 9SM: Founder of the fashion label.
- Nike: A decade-long partnership (NIKE MMW) resulting in the development of new footwear systems and a treadmill-specific running shoe.
- Collaborations: Previous design work with Dior, Moncler and Audemars Piguet.
“Growing up in California, Oakley was part of my upbringing. I have always admired the brand’s technical and innovative intent, which greatly aligns with my own process and design language,” Williams said in a statement.
Francesco Milleri, chairman and CEO at EssilorLuxottica, said the move is intended to expand the brand’s AFA offerings by utilizing its heritage in sport performance and technology.
“This is the ideal moment to welcome Matthew Williams to elevate Oakley’s AFA collections and expand the offering of one of the world’s most innovative brands,” Milleri said in a statement.
