# British Diffusion Lines Look Like a Million Bucks on a Budget with MW Matthew Williamson By Souzan Michael | Published 2011-07-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mw-matthew-williamson References: [racked](http://racked.com/archives/2011/07/29/matthew-williamson-launches-mw-by-matthew-williamson-at-14th-street-flagship.php#mw-2) & [wwd](http://www.wwd.com/fashion-news/fashion-scoops/matthew-williamsons-new-diffusion-line-3505247) The MW Matthew Williamson line launched at the designer's flagship store in New York during a party co-hosted by model-of-the-moment Dree Hemingway and in conjunction with Web fashion giant Refinery 29. The MW Matthew Williamson collection is meant to be much [more accessible](https://www.trendhunter.com/trends/old-navy-x-anna) than the British fashion designer's main line, both in wearability and in price point. "The aim was really to offer a broader collection, with more units than we have in the line -- I think it spans about 250 pieces in the diffusion line," said the designer. "I wanted to make it more about an [urban wardrobe](https://www.trendhunter.com/trends/the-second-dawn) and less about specialty pieces." The line is a mixture of downtown-cool pieces like [leather jackets and skinny jeans](https://www.trendhunter.com/trends/hm-x-glenn-martens) and more feminine pieces like printed, ruffled tops. ## Trend Insights (Trend Hunter) - Score: 0.6/10 - Popularity: 3% | Activity: 6% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Affordable Designer Clothing:** The launch of MW Matthew Williamson diffusion line highlights the trend for high-end designers creating affordable collections to attract a broader market. - **Wearable Urban Wardrobe:** The MW Matthew Williamson diffusion line's focus on an urban wardrobe highlights the trend for designers creating more wearable, everyday clothing. - **Fashion Line Expansion:** Expanding the MW Matthew Williamson line with more units demonstrates the trend for designers diversifying their collections and creating more options for consumers. ### Industries Being Reshaped - **Fashion:** The fashion industry can leverage the trend for affordable designer clothing by creating more diffusion lines for high-end designers. - **Retail:** Retailers can capitalize on the trend for wearable urban wardrobes by curating collections that offer stylish yet practical everyday clothing. - **Marketing:** Marketing professionals can take advantage of the trend for fashion line expansion by promoting new collections and the added options available to consumers. ## Related on Trend Hunter - [Celebrity-Designed Street Fashion](https://www.trendhunter.com/trends/victoria-beckham-2.md) - [Haute Home Shopping Fashions](https://www.trendhunter.com/trends/rm-studio-x-rebecca-minkoff.md) - [Multimedia Artist Menswear Capsules](https://www.trendhunter.com/trends/madewell-x-one-of-these-days.md) - [seasonal spring wardrobes](https://www.trendhunter.com/trends/british-watersports-collegiate-prep.md) - [Cheerful Spring-Ready Collaborative Fashion](https://www.trendhunter.com/trends/diane-von-furstenberg-1.md) - [Fashion-Forward Insulated Jackets](https://www.trendhunter.com/trends/moncler-and-jw-anderson.md) - [Collaborative Artful Runway Capsules](https://www.trendhunter.com/trends/michael-clark.md) - [Timeless Influencer-Backed Womenswear](https://www.trendhunter.com/trends/mint-velvet.md) - [Designer Holiday Homeware](https://www.trendhunter.com/trends/anthropologie-1.md)