NY raised creative Matthew Williams is no surprised to be one of the big names in the fashion industry right now. After working along side with clients like Lady Gaga and Kanye West for years, Williams launched his own fashion label “Alyx” in the fall of 2015. The brand subtly merges contemporary streetwear and luxurious high fashion, offering an alternative approach to the current fashion scene. Alyx takes inspirations from the subculture of youths and the designer’s own personal experience. The one of a kind perspective quickly strengthened Alyx fan base and followers, some noticeable celebrities include Kendall Jenner, Kris Wu, Gigi Hadid, Bella Hadid, Kanye West and much more!
Bella Hadid in Alyx SS17
Alyx combines fashion, music, and image to create an unique experience with its multi-platform presentations. For the past three seasons, Williams had joined forces with close friend and prestiged fashion film maker Nick Knight from show studios to create catalogues and short films that revolves around the theme of the season. Last season, Williams and Knight presented “Natural Order”. The film aimed to explore the chaotic nature within our surroundings. Model Stella Lucia appeared both in and out of her environment, creating a sense of disturbance and disorder for the audience.
The newly arrived SS17 season delved further into the conflicting idea of love and chaos. The lookbook took place in the streets of New York. Williams created a balance between femininity and tomboy, with a combination of dresses and sweatshirts, blocked heels and cowboy boots, and may we not forget, the iconic roller coaster belt and fold up tees!