Designer Dish. Matthew Williamson Plans First Diffusion Line for Fall 2011

October 13, 2010 • Fashion


British-based designer Matthew Williamson, known for his fanciful and whimsical collectiones, is planning his first diffusion line for fall 2011, tentatively called Muse by Matthew Williamson.

“We’ve been in business for 12 years, and we felt the time was right for a diffusion line,” Joseph Velosa, Williamson’s business partner and the company’s chief executive officer, said in an exclusive interview with WWD. “We’re confident, the identity of the first line is solid, and we feel like there are very clear parameters for a diffusion line.” Prices for the diffusion line will range from 300 pounds, or $474, for a day dress to 500 pounds, or $790, at current exchange, for evening pieces. Velosa said the line has been conceived as the “younger sister” to the designer’s signature collection and is meant to sell alongside labels such as Marc by Marc Jacobs and See by Chloé.

Manufacturer MBFG, which was recently restructured after being placed under government-backed bankruptcy protection earlier this year, will wholesale and distribute the collection, planning to set up showrooms in seven cities including New York, Paris, Milan, Hong Kong and Dubai. “We consider Matthew Williamson one of the most interesting designers in the luxury fashion sphere,” MBFG administrators said yesterday. “His own creative ability, together with the highly identifiable brand DNA of his main-line brand, has, without any doubt, created an innovative luxury concept in the fashion market, which we now believe is ready for a global diffusion line.”

Article Source: WWD

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-Alia Rajput

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