Matthew Williamson goes digital

But like many, he was initially sceptical

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As both a brand and a personality in his own right, Matthew Williamson is approaching the digital future of his business with a pioneering attitude: new e-commerce site in the works, Twitter following building apace and a ground-breaking Vine video campaign stealing headlines during the autumn/winter 2013 shows. But that wasn’t always the case, he admitted today in conversation with ELLE editor-in-chief Lorraine Candy.

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‘I’ve been selling with Net-a-porter for 11 years now, but I still remember meeting Natalie Massenet for the first time,’ he revealed. ‘She came backstage to see me at one of my shows and asked if she could sell my clothes on her website. I remember looking her up and down, thinking, yeah, right.

‘We still laugh about it all the time.’

He was also candid about his decision to be ‘late to the party’ with Twitter – @MWWorld launched just five months ago (but has already amassed an impressive 8,800+ followers).

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Williamson argued that this caution was important, and actually a truly-forward thinking way of approaching the future of his business.

‘There’s a lot of noise, online and on Twitter,’ he said. 'It's important that the 'noise' we create has integrity and flair.'

Of course, the talk – held at London’s BAFTA as part of the Ad Week Symposium – wasn’t all digital business. During the 45-minute event, Williamson recounted how he started out in the industry, with his groundbreaking 1997 Electric Angels show ‘inspired by my mother’ – as channelled by Kate Moss – and revealed that he’s looking back to this for the spring/summer 2014 collection he’s starting work on now.

He’s also given ELLE an exclusive (and typically chaming) post script...

‘Lovely to discuss the future of fashion today with the inspiring Lorraine Candy. This video captures the future of my designs, and what we have coming soon.’

Enjoy.

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