Matthew Williams joins Oakley
Matthew M. Williams — ex‑Givenchy and 1017 Alyx 9SM — was named Creative Director for Oakley’s global apparel and footwear under Travis Scott’s vision, signaling a push toward performance‑driven streetwear ( ). The hire promises Oakley pieces that blend eyewear heritage with runway‑level creative direction, and it’s a clear signal of more music x fashion crossovers to come (nssmag.com).
Oakley’s corporate announcement dated March 26, 2026 names Matthew M. Williams as Creative Director of Apparel, Footwear and Accessories (AFA), a role the brand says will lead its AFA categories into a new chapter. (oakley-media-hub.prezly.com) Oakley’s release specifies Williams will present both performance-driven and lifestyle collections and “prioritiz[e] product innovation across all categories” as head of AFA. (oakley-media-hub.prezly.com) Williams called Oakley a fixture of his California upbringing and said the brand’s “technical and innovative intent” aligns with his design process in a quoted statement included with the announcement. (oakley-media-hub.prezly.com) Travis Scott — Oakley’s Chief Visionary — described Williams as a “natural” fit and said the pair “connect on process—starting from the ground up and staying focused on the details” in statements circulated by media outlets covering the hire. (complex.com) Francesco Milleri, Chairman and CEO of EssilorLuxottica, commented in Oakley’s release that sport performance, technology and Oakley’s heritage will continue to shape future collections under Williams’ creative direction. (oakley-media-hub.prezly.com) Industry outlets flagged the hire as a strategic follow-up to Oakley’s June 23, 2025 appointment of Travis Scott as Chief Visionary, framing Williams’ arrival as the next step in a broader effort to fuse Oakley’s technical DNA with cultural-facing design. (oakley-media-hub.prezly.com)
