Matthew M. Williams Named Creative Director at Oakley
by Adriano Batista
Matthew M. Williams has joined Oakley as Creative Director of Apparel, Footwear and Accessories. He will work alongside Travis Scott, who serves as the brand’s Chief Visionary Officer.
Williams will lead Oakley’s AFA division into its next chapter, defining a new vision for the brand’s future that draws from its existing DNA. Under his direction, Oakley will present both performance-driven and lifestyle collections, with a focus on product innovation across categories.
Williams has built a reputation for a design language that emphasizes form, materials and quality. In a statement, he noted his California upbringing: “Growing up in California, Oakley was part of my upbringing. I have always admired the brand’s technical and innovative intent, which greatly aligns with my own process and design language. Oakley has such a rich heritage, with history rooted in both performance sports and global culture. I am honored to join the company and look forward to working together with Travis and all Oakley teams to guide the brand into a new era.”
Francesco Milleri, Chairman and CEO at EssilorLuxottica, commented: “This is the ideal moment to welcome Matthew Williams to elevate Oakley’s AFA collections and expand the offering of one of the world’s most innovative brands. Sport performance, technology, and Oakley’s distinctive heritage will continue to shape the brand’s future collections with Matthew’s creative direction.”
For over 50 years, Oakley has designed with the idea of wrapping science in art to create products built to perform. The brand now moves forward with a recoded design language under Williams and Scott.
Bruno
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