Givenchy has announced that Matthew Williams will succeed Clare Waight Keller as the creative director of the French fashion house. The designer behind the cult, sustainable, streetwear-inflected brand Alyx will present his first collection in Paris in October.

His approach will be markedly different from that of Waight Keller, who spent her three-year tenure reviving Givenchy’s haute couture atelier and aligning the house with new ambassadors.

He will be the third Givenchy designer in three years, heralding yet another aesthetic about-face for the brand and an apparent renunciation of its Audrey Hepburn past. Williams will be in charge of all creative aspects of Givenchy, including menswear and womenswear, and he joins during a particularly turbulent time for the fashion industry.