Designed by Matthew Williams, Alyx was born in 2015 and immediately gained popularity worldwide – fans count Bella and Gigi Hadid and magazine features have been aplenty. Alyx is inspired by subcultures, translating the subversive aesthetics of this world into high quality, contemporary collections that are visually striking yet workable for a cosmopolitan crowd. The brand maintains a strong background in art and music, but Williams has always stayed close to the street culture – it’s how the brand has succeeded in creating collections that cleverly mirror the rebelliousness of today’s youth. Williams was born in Chicago and raised in California and over his ten-year career his projects have appeared alongside creatives such as Nick Knight, Alexander McQueen, Lady Gaga and Kanye West, and counts collaborations with Virgil Abloh and Heron Preston. ALYX, now a habitué of the Paris Fashion Week, is Williams' first real project - his first collection was aptly titled "My First Time".