# Fashion House Creative Resets Matthew M. Williams is Named Givenchy's New Creative Director By Amy Duong | Published 2020-06-15 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/matthew-m-williams References: [businessoffashion](https://www.businessoffashion.com/articles/news-analysis/givenchy-designer-matthew-williams-alyx) Founder of luxury streetwear brand [1017 ALYX 9SM](https://www.trendhunter.com/trends/royal-oak-1) Matthew M. Williams has recently been named the new Creative Director of [Givenchy](https://www.trendhunter.com/trends/fashion-company-nfts). This is Williams' first major director role and succeeds [Clare Waight Keller](https://www.trendhunter.com/trends/clare-waight-keller) following her exit from Givenchy earlier this year in April. Williams' role officially starts on June 16th, 2020 and he is anticipated to launch his first collection in Paris come October. As the designer joins the luxury fashion house, there is speculation that the house will be led towards a streetwear direction due to Williams' background, exploring modern design concepts and broad influences. In a statement, Williams says "In these unprecedented times for the world, I want to send a message of hope, together with my community and colleagues, and intend to contribute towards positive change." Image Credit: Courtesy, Paolo Roversi ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 51% | Activity: 13% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### Why This Trend Is Growing - **Streetwear Influence in Luxury Fashion:** Exploring modern design concepts and broad influences from streetwear in luxury fashion. - **Creative Director From Non-traditional Background:** Hiring creative directors from unconventional backgrounds, such as streetwear, to bring fresh perspectives in established fashion houses. - **Collaborations with High-end Streetwear Brands:** Forming collaborations between luxury fashion houses and streetwear brands to create unique and innovative collections. ### Industries Being Reshaped - **Luxury Fashion:** Incorporating streetwear influences in high-end fashion collections to attract a younger, trend-conscious consumer base. - **Fashion Design:** Providing opportunities for creative directors with diverse backgrounds to redefine and innovate fashion design concepts. - **Streetwear:** Partnering with luxury fashion houses to create limited edition collections and reach a wider audience of fashion enthusiasts. ## Related on Trend Hunter - [Surprise Fashion Line Drops](https://www.trendhunter.com/trends/surprise-valentino-collection.md) - [Luxury Fashion Company NFTs](https://www.trendhunter.com/trends/fashion-company-nfts.md) - [Youth Streetwear Launches](https://www.trendhunter.com/trends/diary-1999.md) - [Archetypal Fashion Debuts](https://www.trendhunter.com/trends/la-famiglia-collection.md) - [Cowboy-Inspired Runways](https://www.trendhunter.com/trends/louis-vuitton-fw-2024.md) - [Designer Fashion Collaborations](https://www.trendhunter.com/trends/uniqlo-c-springsummer-2025.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Luxe Tailored Fall Menswear](https://www.trendhunter.com/trends/louis-vuitton-fall-2026.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md)