Matthew Williamson's sporty new venture
Matthew Williamson's move into athletic clothes will be a natural extension of his signature style.
The British designer is known for his feminine, floaty pieces, regularly seen on stars like Lindsay Lohan and Thandie Newton. However Matthew is trying out a new style avenue and has teamed up with USA Pro to create a fun and colourful sports line.
“I saw the collaboration as an exciting opportunity when approached by USA Pro. I view active and loungewear as a key component of our expansion into lifestyle in 2016,” he noted to standard.co.uk. “This was the perfect opportunity to offer the Matthew Williamson woman something new that also had a familiarity.
“It wasn't about taking sportswear in a new direction... It was about understanding what the MW woman would want from activewear: colour, print, fabric quality, flattering shapes - a natural extension of what I have been working on for 20 years.”
Pieces include a blue tinged, hooded jacket with a snakeskin design, a kaleidoscope of butterfly wings patterned vest and pink and orange printed leggings, which Matthew predicts will be the range's most popular item.
Matthew is already familiar with selling some of his designs at a lower price point, as he’s been working with British high street store Debenhams since 2001. He's now hoping his new venture will find even more women will shop his brand.
“For me, the most exciting thing is always when you see a woman in the street wearing the product,” he smiled. “I love seeing how different women style pieces together. I hope that because of the price points this will mean that more women can buy into the MW world.”