Fashion designer makes global bid

London-based fashion designer Matthew Williamson is to roll out shops around the world in a bid to establish his name as a global brand.

Williamson is also looking to expand into other areas, such as menswear and lifestyle accessories, to complement his womenswear range. These are expected to appear over the next year.

Williamson has appointed Saatchi & Saatchi to help build his name into a global brand.

Williamson says: “I want to turn it into a global brand. I want it to be a name that you would say in the same breath that you would say any other international household designer name.”

Saatchi has so far produced a promotional video called Candygirls which features the designer’s 2001 spring and summer collection.

Copies of the video will be distributed to stores that stock the Matthew Williamson collection, celebrities, fashion editors and potential investors and sponsors with the aim of raising the designer’s profile.

The designer is currently talking to investors about funding a US press advertising campaign which will run in glossies like American Vogue. A full page ad in the magazine can cost up to $50,000.

“In London we don’t need to advertise the brand, but in the US it is all part of the plan to really push the identity,” he says.

The designer works with companies such as Marks & Spencer, Motorola and Procter & Gamble as a consultant.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here