Willy Chavarria SS25 América

Experiential
Runway Capture
Fashion
Luxury

MATTE unveiled Willy Chavarria’s SS25 collection, titled “América”, in a show located at the historic home of J.P. Morgan. This now-neglected monument stares directly at the New York Stock Exchange Building, offering both an iconic backdrop and a powerful socio-political commentary that mirrors the themes of Chavarria’s largest show to date – a show that centers around those “[laboring] in the fields, bringing food to our tables, building our cities, making our music, and weaving stories into the fabric of this land.”

MATTE crafted an immersive experience from guest arrival, to show, to an exclusive after-party, merging set design, experiential production, content capture, live-stream and event management.

Client

Willy Chavarria

Year

2024

AMÉRICA NOT

AMERICA

Spatial Design

The SS25 show included two parts, with spatial design that followed suit to distinguish each collection. Both Part One and Part Two used light to define the space, switching between hues to both compliment and accentuate the runways looks. Spatial design went beyond the runway bringing the América theme straight to Wall Street with a branded flag and window take over. Upon entering the space, guests were greeted with a stark but impactful area that showcased Don Julio and ambiance in line with Willy’s debuting collections.

COLLABORATIONS

ADIDAS
ALLEN EDMONDS
DON JULIO

“FOR IN THE EYES OF GOD, WE ARE ALL ONE PEOPLE DESERVING OF DIGNITY AND GRACE.”

Part One

Part One is inspired by the contours of cathedrals. The set carves out a holy space within the detritus of a Wall Street monument, accompanied by a backdrop of orchestral sounds. This evokes a sense of both decay and renewal, capturing the delicate balance between tradition and modernity. Dramatic lighting highlights the space's architectural features, casting long shadows and creating a play of light and dark.

Part Two

Part II—featuring the collaboration between Willy Chavarria and Adidas—is inspired by counter-culture spaces. Heavy haze, red lights from above, and techno music transport guests below the surface. This transition from the sacred and solemn atmosphere of Part I to the edgier, grittier vibe of Part II symbolizes a shift from tradition to rebellion. The dynamic lighting and pulsating beats energize the space, highlighting the bold, avant-garde designs and urban aesthetic of the collection, creating a stark and exciting contrast to the first segment.

Adidas Collab

Back Of House

As seen in Vogue and Highsnobiety, Willy Chavarria and Adidas collaborated to bring the worlds of both brands onto the runway. Willy Chavarria nuanced classic silhouettes from the Adidas catalogue with elevation, authenticity and originality at the forefront.

LIVE FROM AMÉRICA

Behind The Scenes Content Capture

MATTE’S continuing partnership with Willy has been an illumination on his deep personal relationships with both models and the teams that help get them to the runway; something we wanted to showcase behind-the-scenes as a true indication of Willy’s inspiration and dedication to his brand ethos. Willy is someone who truly walks the walk, bringing in street-casted talent time and again, looking to their families and loved ones for additional talent and investing in their success as much as his own. Alongside his personal dedication to each look, Willy devotes time and emotional connection to each talent despite the back stage chaos.

From intimate moments of models preparing, the precision of last-minute fittings and tailoring, to the artistry of hair and makeup, every detail was documented. Willy’s interactions with the team, the buzz of anticipation, and the palpable excitement leading up to the show painted a vivid portrait of the creative process in motion, which for Willy, means knowing and supporting those that do the same for him.

After Party

In celebration of the show, MATTE paid homage to the themes shown on the runway by bathing the space in red. For one night, the space transformed into a sexy sultry club filled with music by Eli Escobar and Marco Neves.

  • MATTE Partner

    Max Pollack

  • Group Client Director

    Lennon Chuang

  • Client Manager

    Akua Kwakwa

  • Lead Set & Experiential Designer

    Noel Yves Zheng

  • Set & Experiential Designer

    Rada Singhasaneh

  • Creative Director

    Tori Arcuri

    Kelsey Daharb

  • Head of Experiential

    Thad Somoza

  • Lead Producer

    Aim Wagemans

  • Head of Film & Content

    Mark Day

  • Director of Production

    Spencer Thompson

  • Producer

    Seana Bruff

  • Production Manager

    Raine Shank

  • Director of Photography

    John Carlo Serrano

  • Photographer

    Wojciech Christopher Nowak

    Andy Zalkin

  • Camera Operator

    Kenneth Keeler

    Luis Romero

  • Steadicam

    Juan Puentes

  • DIT

    Pierce Wilson

  • 1st AC

    Casey Stack

    Connor Williams

    Isabel Padilla

    Chris Consoli

  • 2nd AC

    Jackson Parks

    Tyler Simpson

  • PA/Driver

    Eric Jimenez

    Fergie Philippe

  • Post Production Services By

    MATTE Finish

  • Senior Director of Post Production

    Mike Czeizinger

  • Post Production Manager

    Caro Fortuna

  • Video Editor

    Lucas Lobe

    Erin Grant

  • Assistant Editor

    Xavier Coleman

  • Composer

    Marco Neves

  • Color

    Houmam Abdallah

Press

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