THE DAILY WILLIAMSON: Matthew Williamson relaunches his brand Web site today, and it will feature five news items per week as part of a feature known as MW Daily. The items range from Handpicked, which showcases a celebrity, stylist, model or fan picking his or her favorite pieces from the collection and demonstrating how and where he or she would wear them; Matthew Magnified, a look at the various techniques used to make and embellish the designer’s clothing; a section on Williamson’s inspirations; images from his personal Instagram feed, and a section spotlighting on key pieces of the season.
“The day has come when you can create your own voice, your own press, and not have to rely on reacting to the press,” said Williamson in an interview. “And it’s a way for customers to learn about the brand — even if they’re not shopping.”
This story first appeared in the September 11, 2013 issue of WWD. Subscribe Today.
Williamson said the company has about 100,000 followers on Twitter, Instagram and Facebook, and the new site will offer them a more in-depth brand experience. The new site has been in the works for the past 18 months, and will launch just before London Fashion Week. To mark the launch, Williamson will host a Google Hangout, taking questions from customers over Twitter.
Separately, the designer has added another product category: home interiors. Williamson has signed a licensing deal with Osborne & Little for Eden, a collection of fabrics and wallpapers inspired by flora and fauna.