Back in 2008, Matthew M. Williams first stepped into the fashion world. Matthew M. Williams, then a so senior at the University of California, became Lady Gaga's royal stylist, with his styling all exaggerated, innovative, and even a hint of hunting. He went on to meet Kanye West and Virgil Abloh, and later co-founded the co-brandED TRILL with his friend Virgil Abloh, known as the predecessor of VETEMENT. In 2015, Matthew M. Williams teamed up with Luca Benini, founder of slam Jam, an Italian fashion house, to create ALYX STUDIO and become an independent designer.

Matthew M. Williams's current glory must be inextricably linked to Donda, the creative organization founded by Kanye West.Donda Founded in 2012 after the death of Steve Jobs, the organization focuses on "filling the lack of creativity in society", so Kanye West brings together and nurtures a number of talented people, of which Matthew M. Williams is one of the more successful.

2010 was a year of opportunity for Matthew M. Williams. During the year, Matthew M. Williams met British ghost designer Alexander McQueen and SHOWstudio founder Nick Knight by making Bad Romance MVs for Lady Gaga. The joint creation is not only one of Alexander McQueen's life's legacies, but also a pioneer in changing the style of subsequent music singers, with exaggerated hair and shoes, and flamboyant outfits that run through the unique styles of both sides.

In addition,Lady Gaga MVThe metallic bubblewear that appeared in Bad Romance was created by Alexander McQueen and Matthew M. Williams, and also appeared on Alexander McQueen's spring/summer 2010 show as a gateway to the fashion world at the time. In the same year, following the death of Alexander McQueen, Matthew M. Williams produced a styling for Lady Gaga's MV "Alejandro", a religious, apocalyptmeal styling that was also the subject of much discussion at the time.

Then, while working on Lady Gaga's new album, Born This Way, Nick Knight met Matthew M. Williams again and followed Nick Knight in advertising production in the same year. During his time at SHOWstudio, Nick Knight taught him a lot about visual, print, and virtual experiences, and has worked with Nick Knight on several large-scale advertising.

Over the past eight years, Matthew M. Williams and Nick Knight seem to have outstripped the "teacher" relationship, and after Matthew M. Williams' decision to launch a personal brand, Nick Knight wholeheartedly paved the way for him, saying, "Matthew Williams is a man who can capture the essence of this era. The products he created captured the hearts of all with innovation and personal style, and after his success he interviewed him many times to make fashion films for him, and in collaboration with the famous magazine 032c to develop a cooperative plan and exhibition of the same name. Both sides are so passionate about music, art and fashion that they are not so much teachers and collaborators as close friends with a spirit of communication.

Since Matthew M. Williams founded his personal brand, ALYX, in 2015, Matthew M. Williams has become a rising star again, attracting countless new powders and being hailed by netizens as a "pop designer", while controversial statements have been made that many pundits believe the "explosive" has had a negative impact on the fashion world.

For the era of business and fashion co-existence, there are indeed a lot of fashion brands have chosen to take advantage of the trend to sell goods, so in order to draw a line between themselves and the phenomenon, he said in 2017: "The "explosive" is a neutral word for me, although many people feel that wearing the same thing will appear to be assostified, but in fact the "explosive" will be popular because his design can really capture the hearts of the public." In addition, Matthew M. Williams has said that "people are the medium that gives the second life of clothing", so he does not resent the fact that his work is "explosive" and thinks that the fusion of different people with his work will show different values.

During the launch, ALYX was a womenswear brand, but its design did not clearly demarcation gender. The brand's first menswear collection was released in August 2017 and has been the subject of much discussion in the fashion media, capturing the hearts of celebrities such as A$AP Rocky and Travis Scott. In addition, Matthew M. Williams has designed products that come from life, such as the most famous Rollercoaster belts and necklaces, and are therefore recognized by the major fashion media as the most recognizable brands.

As the brand heats up, ALYX officially changed its name to 1017 ALYX 9SM in May 2018, with 1017 in the new name representing Matthew M. Williams' birthday on October 17th, and 9SM being the postcode of ALYX's studio during its founding in New York. It is also an art, but also a way to appreciate and touch the world. Changing the name is a more accurate way for my team to deliver the value of brand innovation.

This is not the first time the LVMH Group has worked with Matthew M. Williams into the GIVENCHY team. LVMH Prize, a youth fashion designer competition run by the LVMH Group, has attracted countless young and talented new designers over the years, ultimately supporting the winners, and the now hottest JACQUEMUS and A-COLD-WALL are brands founded by designers Simone Porte Jacquemus and Samuel Ross, supported by the LVMH Group.

In 2016, Matthew M. Williams was nominated by the LVMH Group, and although Matthew M. Williams made it to the finals, he was unlucky to lose to British designer Grace Wales Bonner. But Matthew M. Williams has been outstanding in this competition, with a number of events becoming trendy, such as a Chest Rig (chest bag) inspired by a military vest, a necklace belt with buckles as an element, and the rollercoaster seat belt, best known for its brands. Although his results have been todded as "running with" people, his talent has been valued by the LVMH Group, and perhaps he has taken over as creative director of GIVENCHY LVMH another test of it.

There must have been a lot of questions about why the brand was so hot. According to the previous article, many fashion media have called Matthew M. Williams' brand highly identifiable, and that's one of the reasons why it's so popular.

Other than thatThe innovation of the 1017 ALYX 9SM is also what makes it a "breaking brand".Matthew M. Williams, who had earlier designed stage and MV modeling for the likes of Kanye West and Lady Gaga, boldly used hyperbole and modern art in conservative times, and was later recognized by Nick Knight, Alexander McQueen and Kim Jones as a platform to show off his talent in every way. 1017 ALYX 9SM is like a "color changer" in the fashion world, and life-inspired design and avant-garde ideas are key to how hot the brand can be.

Matthew M. Williams is also a multi-attribute presence, having worked with brands such as Vans, Stüssy, Nike, and Fragment Design throughout his career. In the collaboration, Matthew M. Williams brings together highly personal designs and collaborating objects, highlighting both their respective styles and the designer's avant-garde "design personality."

On top of that, Matthew M. Williams and his friends Virgil Abloh and Kanye West both have "street" attributes, and the style of both co-brands and co-products has been injected into the street trend element. Vans and Matthew M. Williams are the most prominent collaborations, and in October 2018 he launched a range of singles with Vans, using special materials of gum and liquid rubber on the soles of his shoes, as well as a number of similar designs on the soles, a quirky design and a combination of Vans with street properties that give a bold, avant-garde look at Matthew M. Williams.

Since Virgil Abloh and Kim Jones joined LOUIS VUITTON and DIOR, street culture and streetwear have become the hottest fashion trends of the day, and the 1017 ALYX 9SM, which transformed from women's to men's, has become a major rival to many high-end brands as everyone immerses themselves in the glory of the first two.

In 2019, Noah Johnson, fashion editor at GQ, magazine, called Virgil Abloh, Kim Jones and Matthew M. Williams "golden combinations" and said the three would be the future of menswear.

Among the many co-brands, Nike has deep roots with Matthew M. Williams. First with NikeLabCo-operation planningThe joint shoe, then co-branded, seems to indicate Nike's fondness for the talented designer, and the series 003 Collection, co-created by the two parties, is one of the most prominent projects.

This joint collection is dominated by outdoor sportswear, and the 1017 ALYX 9SM has a "breaking single" chest bag. The collection continues Matthew M. Williams's customary clothing layout, and the black-and-red color scheme enhances the discernment of the garment; in addition to the clothing, the collaboration series features two Nike Joyride CC3 Setters, a blend of reflective fabrics and breathable fabrics that allow runners to stand out at night and avoid the hassles of clothes and shoes that are not breathable, completely enough to create a new clothing experience for sports enthusiasts.

2019 has also been an extremely important year for Matthew M. Williams' brand. During the year, his personal brand 1017 ALYX 9SM was recognized by MONCLER GENIUS, the creative business of MONCLER, a well-known down jacket brand, and joined the Genius team.

In this collaboration, Matthew M. Williams continued his design style and added a variety of elements such as gender-neutral design, pop culture, modern artism, and sustainable fashion;