Williams and Cheng, the co-founders of 1017-ALYX-9SM, have recently announced an exciting new chapter for their fashion brand. Through a partnership with Hong Kong cultural entrepreneur, Adrian Cheng, they are taking the brand to new heights. One of the major changes is the relocation of the brand to Paris, where it will participate in Paris Fashion Week.
By showcasing their upcoming menswear and womenswear collections separately, Williams and Cheng aim to explore innovative ways to connect with the press, buyers, and their community. This strategic move solidifies Paris as the brand’s home, as it first joined Paris Fashion Week in 2018. Despite the expansion, the brand remains committed to delivering exceptional womenswear and actively seeks collaborations that promote craftsmanship and innovative ideas.
In their vision for the future, Williams and Cheng plan to expand the brand’s horizons in 2024. They have identified product and distribution channels as key areas of focus for the next two years. Their aim is to take a fresh approach to wholesale and introduce standalone retail stores. This will allow them to broaden and democratize the product range, offering a wider and more inclusive selection without compromising control over the brand’s messaging.
Furthermore, 1017-ALYX-9SM is doubling down on its direct-to-consumer (DTC) strategy. By releasing exclusive drops with unique narratives, they intend to foster deeper connections with their community. The brand will also prioritize in-person activations and partnerships, ensuring that customers have meaningful experiences.
As the brand celebrates its 10th anniversary this year, Williams and Cheng have planned an array of events, exhibitions, and special print materials. They will also release exclusive drops and re-editions in cities where their community is particularly strong, further engaging their loyal supporters.
Overall, the vision of Williams and Cheng for 1017-ALYX-9SM revolves around authenticity, innovation, and inclusivity. With their bold plans, they are not only shaping the future of Gen Z fashion but also cementing their position in the industry.
Useful Links:
1. 1017-ALYX-9SM Official Website
2. Paris Fashion Week Official Website
