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Beoplay E8 motion Alyx Edition

Matthew Williams, 1017 ALYX 9SM Alyx Creative Director Design Story

We met Matthew Williams, 1017 ALYX 9SM Creative Director in Paris ahead of his runway show for the presentation of the FW20 Collection. We talked about how he fuels his creativity and how our collaboration was born.


对我而言,音乐总是与时尚息息相关。我是说,去俱乐部和音乐会看到大家的穿着,我才真正受到时尚的启发 - 在我看来,这两者紧密相关。彼此同等程度地互相激发。所以,两者是齐头并进的。对我而言,音乐极大地启发了我的产品系列,无论是歌曲,歌曲背后的人,还是去观看表演的孩子 - 这一切都息息相关。


这些年来,他们对我的影响呈波浪状,你懂我的意思吗…?总会有那么一个艺术家与众不同,不过没错,我受不同的艺术家启发,比如饶舌歌手 Playboi Carti 以及来自 The Smiths 乐团的 Morrissey,甚至还有 Mick Jagger。所以,值得欣赏的艺术家很多,我从这些人身上获得了启发。还有 Iggy Pop,他非常酷。


我的确很幸运,因为我的父亲真的钟情于音乐,所以我的成长过程中满满都是唱片和播放唱片的记忆。所以,从灵魂乐到布鲁斯,到摇滚和雷鬼乐,我都在听,然后上世纪 90 年代在加利福尼亚长大成人时,接触了饶舌音乐。再然后,我首次去到欧洲,接触到越来越多的高科技舞曲。所以,我对不同音乐流派的热爱是随着环境而养成的。我对音乐的热爱贯穿在我所喜欢的音乐流派和艺术家所处的时代中,我总是在不同的事物之间切换。现在我也很喜欢非洲流行乐。 

  • Matthew Williams
  • Matthew Williams holding the Alyx mini-bag

Watch the interview with Matthew below


In terms of the collab between Alyx and B&O how did it start and what are the synergies between those two things?

I met with the team at the Copenhagen fashion summit, and we really had a lot of shared visions. When that happens, the conversation becomes really fluid so our dialogue became really strong. I've always been a fan of B&O my entire life so it was just a dream to find a way to work on something together. I think definitely the synergies are craftsmanship with all the amazing finishes that you guys do with metal.  I also think that commitment to making products that are timeless and last forever are a quality that we share. 

Can you tell a little about the design process in terms of designing the Alyx Beoplay E8 motion in together with B&O?

We wanted to really merge the design language of both of our companies and I think that both Bang & Olufsen and Alyx are known for their work with metal, and anodizing and finishing. I felt that was a great way to link the two brands. We also added the graphic branding of our buckle on the case, which I think worked out really well. 

  • The iconic 1017 ALYX 9SM Buckle.

What is the buckle (Alyx iconic symbol) inspired by?

I mean, it has a double and triple entendre, but first, I just like it as an object and it's sculptural shape. The fact that it's made at a place that doesn't make things for fashion, I think, gives it an unseen value. I always remember this documentary where Stanley Kubrick talks about having clothes in the closets of rooms and scenes that nobody ever even sees, but there's this kind of unseen energy that makes its way into the screen through that. I feel the same way about the buckle being made in a way and at a place that's more mechanical with a company that makes engine parts. There is a weight and a sound to it that maybe somebody wouldn't know is why they gravitate to it, but their senses do. And then there’s the fact that I discovered it at six flags magic mountain when I was taking my family there. That's the place in California that you go for graduation or a birthday, or you might kiss a girl for the first time, or get over your fear of heights. So, it kind of represents for me, a place of transition, of being a child in your teen. I like that idea of transition and so it meant those things for me as well. 

Which role does the buckle in the collection?

I think the buckle is really like branding now, obviously we will make it functional as much as possible, but it's just like our logo at this point.

  • Matthew Williams in his studio
  • Beoplay E8 Motion Alyx detail
  • Matthew Williams before the runway show
  • Matthew Williams portrait

How would you describe the craftsmanship of your brand? How do you wave with different kinds of materials?

Well, the exciting thing about fashion is each category takes a lifetime to master, so we're always working and learning new things about shoes, knitwear, leather, tailoring, jersey, jewelry and the list goes on forever. So as we get better and more proficient in each process and build our language with certain materials, there become North Star goals that we really go for and sometimes those developments can take one, two, three years before they finally make their way in the collection. So, from a craftsmanship perspective we're constantly experimenting and trying things and they make their way into the collection when they can. I like to say that Alyx is modern craftsmanship. We use technology when we can or, we do with sustainability to create a new way of doing modern craft and I hope it's apparent when you touch and feel the clothes.

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