The duo prepares for the future of fashion designed to appeal to authentic and innovative Gen Z while sharing upcoming projects for the 1017-ALYX-9SM brand.

A few months ago, designer <a href="https://www.lofficiel.com/industry-trends/matthew-m-williams-quittera-givenchy-en-2024" target="_blank" rel="noopener">Matthew M. Williams</a> and Hong Kong cultural entrepreneur <a href="https://www.lofficiel.com/industry-trends/matthew-williams-partenariat-adrian-cheng-alyx" target="_blank" rel="noopener">Adrian Cheng</a> announced the start of a bold business partnership — marking a new milestone in the history of the 1017-ALYX-9SM brand, but also once again highlighting <a href="https://www.lofficiel.com/hommes/adrian-cheng-entrepreneur-philanthrope-innovateur-social-business-hong-kong" target="_blank" rel="noopener">Adrian Cheng</a> &#39;s commitment to supporting culture and designers who push the boundaries of the fashion system. Today, their project is coming to fruition with first announcements paving the way for the future of innovative fashion in Paris and beyond. Here&#39;s everything we can expect from the brand in the coming months, led by Matthew M. Williams and Adrian Cheng .

1017-ALYX-9SM returns to Paris Fashion Week

With creative director Matthew M. Williams at the helm of the brand's design and creative studio, 1017-ALYX-9SM officially moves to Paris. The upcoming men's and women's collections will be presented separately during Paris Fashion Week , exploring new ways to unveil the collection to the press and buyers while staying in touch with its community. 1017-ALYX-9SM will return to the Parisian catwalk presenting its Spring/Summer 2025 menswear collection. The French capital thus becomes the home of the brand, which joined the prestigious fashion week for the first time in June 2018.

Women&#39;s fashion in the spotlight

Building on its decade-long heritage as a women&#39;s clothing brand, 1017-ALYX-9SM proves its unwavering dedication to its women&#39;s collections. With renewed focus, the brand will reaffirm its commitment to providing exceptional women&#39;s clothing while actively pursuing collaborations that foster the creation of new and distinctive offerings, promoting the exchange of know-how and innovative ideas.

Broader horizons

Using his expertise, Adrian Cheng has identified products and distribution channels as the two priority areas for the next two years. The expansion of 1017-ALYX-9SM will involve a new approach to wholesale, as well as plans to open independent retail stores. Adrian Cheng and Matthew M. Williams will seek to expand and democratize product lines for retail spaces in top ten cities matching the brand&#39;s demographics. Together, they aim to provide an authentic experience to their community by offering a broader and more inclusive range of products.

1017-ALYX-9SM focuses on physical sales

1017-ALYX-9SM places great importance on the direct-to-consumer channel for its growth. Over the coming year, shoppers can expect a series of exclusive products — as the brand has focused on activations around its collections through partnerships with retailers or pop-up stores. This approach promotes and strengthens meaningful connections with the brand community.

A decade in celebration

To celebrate the brand&#39;s tenth anniversary this year, 1017-ALYX-9SM has planned a series of events, exhibitions and special printed materials. Additionally, exclusive editions and re-releases will take place throughout the year in key cities where the brand&#39;s community is particularly strong.

Embracing the new and exciting possibilities of the brand&#39;s future, Matthew M. Williams and Adrian Cheng both share the same vision — that of pushing boundaries and making a meaningful impact on the industry, both looking forward to explore the transformative power of fashion and its potential to bring about positive change.

The Future of Fashion According To Matthew M. Williams and Adrian Cheng

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