The plan to appoint Virgil Abloh as creative director of Louis Vuitton’s menswear proved rather profitable and rewarding. LVMH decided to have a go, once again, while appointing Williams as creative director of Givenchy. An even bolder decision then. Like Abloh, Matthew cannot rely on a technical background. Yet, he may boast a very deep knowledge, same as his colleague, about contemporary luxury trends. Over his career, Williams collaborated with Abloh himself, Kanye West and Heron Preston; he also worked for photographer Nick Knight and for Lady Gaga, from 2008 until 2010.
Williams leads Givenchy
LVMH are placing clear expectations on Matthew M. Williams. The newly appointed creative director is supposed to target new young buyers by creating products that put together haute couture and street wear style. The designer, then, will have to focus his efforts on the development of those categories that, more than others, can drive sales. Which ones specifically? Bags, shoes and accessories. Williams has announced that he will be working at Givenchy in the principle of “modernity and integration”.
A very brave decision
According to Ladymax magazine, appointing Williams as creative director of Givenchy proves to be a very brave choice, more courageous compared to the previous decision to entrust Abloh with Louis Vuitton. In fact, Abloh is only in charge of the menswear department of the fashion house, whose earnings come from many other product categories. Conversely, Williams has undertaken total responsibility at Givenchy. According to the Chinese daily magazine, Williams could become the new Kim Jones, a fashion designer who seemingly has “a universal perspective” about fashion.
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