Willy Chavarria SS25 América

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.

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 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.

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.

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.