Matthew M. Williams, the American designer who recently left Givenchy, has revealed his new vision for Alyx, his own label. He has partnered with Adrian Cheng, a Hong Kong-based entrepreneur, who has become the majority owner of the brand. Their shared goal is to expand Alyx’s reach and make it more accessible to a wider audience.
This new approach is evident in the collection’s pricing. Williams has significantly lowered prices, a departure from the luxury positioning of the brand in the past. A sweatshirt that previously cost $600 is now around $250, a leather jacket has dropped from $3,000 to $900, and denim has moved from $700 to $450. These price changes aim to make Alyx more appealing to a broader consumer base, allowing for greater accessibility and broader distribution.
The move towards affordability is also reflected in the shift in production. The brand has relocated its headquarters from Italy, where it previously relied on high-end Italian craftsmanship, to Paris. This change signals a strategic shift towards a more accessible supply chain, reflecting the new price point.
Williams has also streamlined the collection’s design, focusing on a core set of essentials. He has introduced a slim, high-break tailored jacket, a lightweight down-filled gilet, roomy short-sleeve button-down shirts, and classic, soft-wash jeans. These key pieces represent the foundation of Williams’s new vision for Alyx, prioritizing quality, versatility, and a connection with the wearer.
The shift towards accessibility is not solely driven by business considerations. Williams emphasizes a desire to create a brand that is both sustainable and authentic, one that engages with its customers on a deeper level. He criticizes the industry’s focus on profit and excessive branding, advocating for a more meaningful connection between the brand and its audience. This approach is reflected in the pared-back design and the focus on quality and timeless pieces.
With the new Alyx, Williams aims to create a brand that is both desirable and attainable, one that prioritizes quality and connection over profit and excess. It remains to be seen how this new vision will resonate with consumers, but it signals a significant shift in the landscape of contemporary fashion.
