What's Next for Givenchy?

Things have just deeply changed for Givenchy.

When Clare Waight Keller was appointed as Creative Director of the fashion house, the aim was to bring a more timeless, classic and graceful allure to Givenchy.

After more than a decade of Riccardo Tisci as Artistic Director, it seemed that the Parisian maison wanted to change drastically and distance itself from the more ‘’sporty’’ and experimental aesthetic that the Italian designer bought to Givenchy.

However, it seems that the French maison has doubled back and has now decided to push again towards a more ‘’streetwear’’ friendly direction and, after months of rumors, Matthew M. Williams has been appointed as Creative Director of Givenchy.

The American designer is known to be the mind behind the cult label 1017 Alyx 9SM.

The new Artistic Director commented his appointment by saying: “It’s been my life-long dream to be in this position, and it’s really surreal that it’s finally here […] The maison’s unique position and timeless aura make it undeniable icon and I am looking forward to working together with its ateliers and teams, to move it into a new era, based on modernity and inclusivity”

Even if a lot of people have targeted him as a ‘’streetwear designer’’, Williams is reluctant to be labeled, he is at the heart of the community that has made this aesthetic. As well as West and Gaga, he has collaborated with Virgil Abloh and Heron Preston, as a co-founder of the Been Trill collective back in 2012. Alyx, which is based in Italy, is backed by the Italian sportswear distributor Luca Benini. It has quickly become a favourite of celebrities including A$AP Rocky, Bella Hadid and Skepta, who attended the Alyx show in January.

Joining a fashion house in the midst of a pandemic will likely impact on the usual big reveal of Williams’ first collection in October. It is unlikely that he will be able to produce a catwalk show for Givenchy with digital more realistically the first home of his Givenchy designs. Williams will continue to produce collections for Alyx alongside his new role.

Giacomo De Maggi