American, Cedric Williams is leading the way in terms of fashion innovation.
He has worked with some of the world’s leading brands in fashion, holding down a prestigious position in the industry for the best part of a decade. The former Creative Director at Macy’s has started a new chapter of his own with Revizionist History, his own project removed from his previous role at one of the world’s most renowned retail stores.
But what’s it all about? What’s he all about? All is answered here…
LAF: Introduce yourself in three sentences?
An expat from New York now living in Amsterdam. A creative person who can be very practical. A romantic at heart with a wicked sense of humour.
LAF: What’s the concept behind Revizionist History?
To create jewellery and accessories that play with our ideas of time, place and purpose. They seem old and familiar but at the same time new because of the way the elements have been combined together. To me, it’s about expressing an appreciation for relics from the past by turning them into objects that are relevant and reflect our present-day life.
LAF: Coming from a place where you where in charge of the creative vision of what is one of the most well-known and biggest American retail stores, which are the elements you’ve taken with you in your current designs?
Think small. Find your tribe. And stay true to you. Having worked for really large brands, I saw that today it’s virtually impossible to be all things to all people all the time — unless you’re Amazon — so choose your lane. Develop a product with a point of difference, test it to determine if anyone wants it and then, if someone does, find the best way to consistently deliver it to them. All while maintaining high-quality standards and competitive pricing. All of which is easier said than done.
LAF: Craftmanship and timeless design are values of the utmost importance to you. Is this your version of a movement against fast fashion or hypes?
Maybe I suppose, in a subconscious way. It’s really more about reflecting my own personal sensibilities and wanting beautiful, quality-made items that — to be honest — I also won’t see being worn by a lot of other people.
LAF: What’s your relationship to The Netherlands? How do we see the resemblance of that in your collections?
I fell in love with Amsterdam the first time I visited it many years ago and returned regularly over the years since then. I always really appreciated the beauty, history and quality of life here. It has the energy and creativity of an international cosmopolitan city combined with the quaint charm of a small European town. And I think the way Amsterdam celebrates its past while being very much a part of the modern world is similar to how I approach my work.
LAF: Which are the next steps for the brand?
My goal is to continue growing the brand in a slow, controlled manner. We’re currently expanding our bag line but staying with our original business model of offering unique and limited edition designs incorporating vintage and antique materials. The initial reaction has been great so that’s been nice. We’re also negotiating the possibility of partnering with some very cool small speciality shops in Europe and the USA — in addition to relaunching our own website — so the future is looking bright for Revizionist History.