Travis Scott Taps Matthew M. Williams to Help Usher in New Era for Oakley

Travis Scott, previously named Oakley’s Chief Visionary, has enlisted Matthew M. Williams to help usher in a new era for the brand.

The latest Oakley appointment will see Williams taking on the role of Creative Director of Apparel, Footwear, and Accessories (AFA). In a statement, Williams, who previously served as Givenchy’s Creative Director, cited Oakley as a fixture of his California upbringing.

“I have always admired the brand’s technical and innovative intent, which greatly aligns with my own process and design language,” the 1017 ALYX 9SM founder said. “Oakley has such a rich heritage, with history rooted in both performance sports and global culture. I am honored to join as AFA Creative Director and look forward to working together with Travis and the teams to guide the brand into a new era.”

In his Oakley role, Williams, working closely with Scott, will pull heavily from the brand’s “sports DNA,” per reps. This means we can expect performance-focused and lifestyle collections, with Scott praising the designer as a “natural” fit for Oakley’s future.

“Matthew and I connect on process—starting from the ground up and staying focused on the details,” Scott said. “That’s how I approach everything. Bringing him into Oakley felt like a natural next step as we move into this next phase.”

Scott assumed his position at Oakley in July of last year, saying he felt compelled to join the brand on its path to evolution.

“I’m inspired by what people think can’t be done,” Scott said at the time. “It’s about pushing culture and reworking ideas to see how far they can go. Oakley’s design game is next level, and I had to be part of that.”