“It felt like a natural evolution, both personally and professionally. We began to recognise that a fashion system that had worked for so long was up for question,” commented Matthew on his new direction when speaking to Elle Decoration magazine this month. The interview described him as a “digital innovator” – read on for an extract from the article:
Matthew launched his all-singing, all-dancing website in April. It’s a one-stop shop for his fashion line and his burgeoning collection of lifestyle collaborations, which include wallpapers, furniture and stationery. Also in the pipeline are a colouring book with publisher Laurence King and a range of candles, boxes and bangles with Halcyon Days.
Williamson’s new north London studio functions as a workspace and showroom, as well as housing an archive of previous collections. “Interiors have been a passion of mine since I was a kid with a lilac bedroom and a dodgy Hammerite-sprayed radiator. I’ve always been obsessed, so I am really loving it.”
“In addition to going digital, the big shift is that we are transitioning to a lifestyle brand.”
“It felt like a natural evolution, both personally and professionally.”
The full interview features in the September 2016 edition of Elle Decoration magazine.