The collaboration between Matthew M Williams and Adrian Cheng at 1017-ALYX-9SM is gearing up to redefine Gen Z fashion with a series of strategic initiatives. The brand has officially moved to Paris and is set to return to Paris Fashion Week, showcasing separate menswear and womenswear collections. This marks a significant step, reinforcing Paris as the brand’s home where it first participated in the prestigious fashion week in June 2018.
With a decade-long legacy in womenswear, 1017-ALYX-9SM is renewing its commitment to deliver exceptional women’s collections. Emphasizing collaborations that foster creativity and distinctive offerings, the brand is dedicated to promoting craftsmanship and innovative ideas.
Looking ahead to 2024, Adrian Cheng has identified product development and distribution channels as key focuses for expansion. The brand plans to adopt a new approach to wholesale and intends to open standalone retail stores. Cheng and Williams aim to broaden and democratize product ranges in the top 10 key cities relevant to the brand’s market demographics, providing an authentic experience and maintaining control over brand messaging.
A shift toward direct-to-consumer (DTC) is evident, with exclusive DTC drops featuring distinctive branded narratives. The brand emphasizes in-person activations, aiming to regularly engage with the community through partnerships, retail collaborations, and pop-up shops. This approach is designed to strengthen connections with the brand’s community.
Celebrating its 10th anniversary, 1017-ALYX-9SM has planned a series of events, exhibitions, and special print materials. Exclusive drops and re-editions are slated for cities with a particularly strong brand community presence. As the dynamic duo of Williams and Cheng shapes the future of the brand, these strategic moves reflect a commitment to authenticity, inclusivity, and meaningful engagement with the Gen Z audience.
