Oakley Appoints Matthew M. Williams as Creative Director of Apparel, Footwear, and Accessories

In a significant move to enhance its brand identity and product offerings, Oakley, a subsidiary of EssilorLuxottica, has announced the appointment of Matthew M. Williams as the new creative director of apparel, footwear, and accessories (AFA). Williams, who is well-respected in the fashion industry, will collaborate closely with Travis Scott, Oakley’s chief visionary officer, to elevate the brand's aesthetics and functionality.

Williams brings a wealth of experience and innovation to Oakley. He is the founder of his eponymous label, Matthew M. Williams, as well as the creative force behind the avant-garde fashion label 1017 ALYX 9SM. His previous role as creative director at Givenchy saw him overseeing both men’s and women’s collections, further solidifying his reputation as a leader in contemporary fashion.

The partnership between Williams and Scott is expected to produce groundbreaking designs that align with Oakley’s commitment to performance and style. With their combined expertise, Oakley is poised to make a significant impact in the apparel and accessories market.

Oakley reports that Williams “designed his own collection within the Nike brand, which served as a decade-long launchpad for innovation, including the development of entirely new footwear systems and the world’s first treadmill-specific running shoe.” Williams has also collaborated with Dior, Moncler and Audemars Piguet.

“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. Sport performance, technology, and Oakley’s distinctive heritage will continue to shape the brand’s future collections with Matthew’s creative direction,” commented Francesco Milleri, chairman and CEO at EssilorLuxottica.

Under Mattjews direction, the company said, “Oakley AFA will present both performance-driven and lifestyle collections, prioritizing product innovation across all categories.”

“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,” said Williams. “Oakley has such a rich heritage, with history rooted in both performance sports and global culture. I am honored to join the company and look forward to working together with Travis and all Oakley teams to guide the brand into a new era.”

As Oakley continues to push the boundaries of performance gear, the input of Williams is anticipated to infuse fresh energy and exciting new designs into the brand. Customers can look forward to innovative releases that embody both the spirit of adventure and cutting-edge style.

For more updates on Oakley and its upcoming collections, stay tuned.