Matthew M. Williams has been named creative director of Oakley. The former Givenchy designer will be responsible for Apparel, Footwear and Accessories (AFA), the California-based eyewear brand announced Thursday. In his new role, Williams will continue to develop the apparel, accessories and footwear categories across both sports and lifestyle sectors in “close coordination” with Oakley’s Chief Visionary Officer Travis Scott.
As Creative Director, Williams will define a new vision for the future of the brand, building on Oakley’s DNA and encompassing both performance-focused and lifestyle collections. He will prioritize product innovation in all categories.
“This is the ideal time to welcome Matthew Williams to further develop Oakley’s AFA collections and expand the offering of one of the world’s most innovative brands,” commented Francesco Milleri, Chairman and CEO of EssilorLuxottica. “Sports performance, technology and Oakley’s distinctive heritage will continue to shape the brand’s future collections with Matthew’s creative direction.”
Williams, who has kept a low profile publicly since ending his three-year stint at Givenchy at the end of 2023 and selling a majority stake in 1017 Alyx 9SM to Hong Kong entrepreneur Adrian Cheng, sees this new creative role as a fitting development. The position reflects his long-standing interest in performance-oriented sports and lifestyle products while also representing a return to his Californian roots.
“Growing up in California, Oakley was a part of my youth. I have always admired the brand’s technical and innovative focus, which strongly aligns with my own process and design language,” said Matthew M. Williams, new Creative Director of Oakley AFA. “Oakley has such a rich heritage, with a history rooted in both competitive sports and global culture. I am honored to join the company and look forward to working with Travis and all Oakley teams to lead the brand into a new era.”
According to the industry magazine Women’s Wear Daily, Williams will continue to work on his own label, which he introduced last June.
