Oakley has named Matthew M. Williams as creative director of apparel, footwear and accessories, according to a company announcement.
The brand said Williams will work in close alignment with Travis Scott, who continues in Oakley’s role as Chief Visionary Officer. In his new position, Williams is expected to help lead the next chapter for Oakley’s apparel, footwear and accessories business across both sport and lifestyle categories.
MATTHEW M. WILLIAMS
According to the announcement, Williams will help define a new vision for the division’s future while drawing from Oakley’s existing brand DNA. The company said his design approach places a strong emphasis on form, materials and quality, and that under his direction, Oakley’s apparel, footwear and accessories collections will include both performance-driven and lifestyle products.
“Growing up in California, Oakley was part of my upbringing. I have always admired the brand’s technical and innovative intent, which greatly aligns with my own process and design language,” Williams said in the announcement. “Oakley has such a rich heritage, with history rooted in both performance sports and global culture. I am honored to join the company and look forward to working together with Travis and all Oakley teams to guide the brand into a new era.”
Francesco Milleri, chairman and CEO of EssilorLuxottica, said the appointment comes at a key moment for the brand’s apparel, footwear and accessories collections.
“This is the ideal moment to welcome Matthew Williams to elevate Oakley’s AFA collections and expand the offering of one of the world’s most innovative brands. Sport performance, technology, and Oakley’s distinctive heritage will continue to shape the brand’s future collections with Matthew’s creative direction,” Milleri said.
J.F. Rey is continuing to build on its SLEDGE series, a collection the company positions as a showcase of its expertise in eyewear engineering and structural design.
The series takes an architectural approach in which technical refinement is not only functional, but also central to the visual identity of the frame. J.F. Rey describes the collection as one where structure itself becomes a defining design element.
At the core of the concept is a patented hinge system that rethinks one of the frame’s essential components. The screwless Flex mechanism is integrated directly into the temple and is designed to combine flexibility, durability and a clean, minimalist look.
The collection is offered in titanium, acetate and hybrid constructions. Materials used across the series include Grade 5 titanium, surgical stainless steel, carbon fibre and plant-based acetate. The result is a range of frames designed to be lightweight, durable and comfortable to wear.
The brand also points to a metallic detail within the design that emphasizes the Flex function while adding visual contrast through the use of bold colours and satin-finished titanium.
Originally launched in 2023, the SLEDGE series continues to evolve with each season, serving as an ongoing platform for the brand’s exploration of the relationship between technical performance and aesthetic expression.
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Denise Bernachez often jokes that she has been “married” to the optical industry for 20 years. With in-laws who own optical stores in France, eyecare has long been part of her world.
Yet her professional path was never linear, and that openness to possibility continues to shape her leadership today. After starting her career in other industries, Denise joined Nikon Optical Canada seven years ago as Vice President of Sales. In September 2024, she was appointed President, a role she describes as both new and energizing. What has guided her decisions throughout her career, however, has never been title, but impact.
She has always been driven by the desire to contribute meaningfully and to represent a product that brings joy or well-being. That conviction shaped her early years in marketing, where she learned to think from the customer’s perspective: understanding needs and developing solutions that truly resonate.
Her transition into sales marked a defining shift. It moved her focus from selling products to serving clients, a distinction that continues to inform how she approaches leadership. Progress followed naturally, not because it was planned, but because she remained curious, open, and willing to take risks.
Denise is quick to emphasize that her journey has never been a solo one. At every stage of her career, she credits her teams for helping her grow. Advancement, in her view, is collective, built through trust, shared learning, and momentum.
Leadership Without Labels
Despite operating in a segment where senior leadership roles remain largely male, Denise does not frame her experience in terms of gender-based barriers. She believes the central challenge facing everyone in the industry is a market that continues to evolve rapidly.
For her, diversity is not symbolic, it is practical. Different perspectives, instincts, and experiences strengthen leadership and decision-making. Denise has never viewed being a woman as either an advantage or a limitation.
“She leads as herself, guided by experience, vision, and values, believing that leadership is defined by substance rather than labels.”
A Catalyst for Change
Denise sees her role as one of responsibility and momentum. For Nikon Optical Canada, standing still is not an option. She believes leaders must challenge established thinking and encourage the industry to rethink how it operates, particularly when it comes to the positioning of independent eye care professionals.
Innovation is central to that vision. Working closely with Nikon’s research and development teams in Japan, Denise is actively involved in shaping future technologies and solutions. While she remains discreet about what lies ahead, she signals that 2026 will bring a particularly promising innovation to market.
Mentorship and Growth
Mentorship has played a defining role throughout Denise’s career. Having experienced both being mentored and mentoring others, she believes deeply in the value of shared learning. She remains in close contact with her first manager, Marie Line Beauchamp, CEO of MTY Group, whose leadership left a lasting impression. When Denise was appointed President, it was Marie Line she called first.
Her advice to young women in the profession is simple and direct: dare. Dare to be curious, to ask questions beyond your role, and to explore every facet of the industry. Building a strong network, she believes, is just as important during challenging moments as it is during times of success.
Balance and the Human Side of Leadership
Balancing national leadership responsibilities, international collaboration, and family life requires discipline. Denise is naturally high-energy but has learned the importance of slowing down and protecting her equilibrium.
There is no secret formula, only intention. Through exercise, reflection, or connection with peers, she makes space for herself each day, even briefly. Her greatest source of renewal remains time with her family, from lively dinners at home to weekends in Saint-Donat, where stepping away from Montréal allows her to disconnect and reset.
One book that shaped her leadership early on was The Five Dysfunctions of a Team by Patrick Lencioni, reinforcing a principle she still values: leadership begins with trust, and above all, with humanity.
Outside the boardroom, Denise finds joy in rock ’n’ roll dancing; a reminder that energy, rhythm, and connection matter in leadership as much as they do in life.
As the optical industry continues to evolve amid technological, economic, and societal shifts, Denise Bernachez remains guided by collaboration and collective strength. Inspired by Japanese philosophy, she believes progress is never individual.
Individually, we are one drop. Together, we are an ocean.
About the Author:
Shan Khan, R.O
Shan Khan, is an optician and educator passionate about advancing eye care and eyewear awareness in Canada. As Editor-in-Chief of Optik Magazine, she brings a keen industry perspective and a commitment to spotlighting innovation, style, and professionalism across the optical landscape.
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ic! berlin is celebrating its 30th anniversary in 2026 with a special capsule collection and a new campaign highlighting the brand’s Berlin roots.
Founded in 1996, the eyewear company has built its identity around minimalist design, cold-rolled stainless steel, and its signature screwless hinge technology. According to the brand, the anniversary collection brings together heritage and innovation through six styles: classic frames Leif, Wanda, Oli the 2nd, and Pina, alongside new designs Sodium and Xenon.
The collection also introduces Transformative Teal, a new blue-green shade paired with matching photochromic lenses. ic! berlin said the colour was chosen to express change and redirection, while reinforcing the collection’s modern, technical aesthetic.
The anniversary is also being marked by the I See Berlin campaign, a tribute to the city’s independent and experimental spirit. Shot by Berlin-based photographer Tarek Mawad, the campaign features a range of artists and cultural figures whose work reflects the creative identity of the German capital.
“For 30 years, ic! berlin has stood for uncompromising design, engineering and innovative premium eyewear made in Berlin. This anniversary honors our proud heritage and sets the stage for a new chapter of global growth, brand storytelling and modern, technical eyewear.” – Davide Lunghi, General Manager ic! berlin
The Canadian Association of Optometrists says optimizing optometric scope of practice is key to improving access to safe, timely eye care across Canada.
Warby Parker has launched Warby Parker Sport, a new performance eyewear category featuring sport-focused frames and polarized lenses for active lifestyles.
Alcon and ARVO are continuing their partnership on the 2026 Eye Pitch event, which will showcase early- and mid-stage innovations in eye and vision research at the ARVO Annual Meeting.
The Canadian Association of Optometrists says optimizing optometric scope of practice is key to improving access to safe, timely eye care across Canada.
Warby Parker has launched Warby Parker Sport, a new performance eyewear category featuring sport-focused frames and polarized lenses for active lifestyles.
Alcon and ARVO are continuing their partnership on the 2026 Eye Pitch event, which will showcase early- and mid-stage innovations in eye and vision research at the ARVO Annual Meeting.
The Canadian Association of Optometrists says optimizing optometric scope of practice is key to improving access to safe, timely eye care across Canada.
Warby Parker has launched Warby Parker Sport, a new performance eyewear category featuring sport-focused frames and polarized lenses for active lifestyles.
Alcon and ARVO are continuing their partnership on the 2026 Eye Pitch event, which will showcase early- and mid-stage innovations in eye and vision research at the ARVO Annual Meeting.
The Canadian Association of Optometrists says optimizing optometric scope of practice is key to improving access to safe, timely eye care across Canada.
Warby Parker has launched Warby Parker Sport, a new performance eyewear category featuring sport-focused frames and polarized lenses for active lifestyles.
Alcon and ARVO are continuing their partnership on the 2026 Eye Pitch event, which will showcase early- and mid-stage innovations in eye and vision research at the ARVO Annual Meeting.
