In the world of elite galas and luxury brand experiences, few creative directors command both respect and reverence quite like the unapologetically brilliant, Will Haggins IV. The mastermind behind this 2024’s show-stopping Dallas Black Chamber of Commerce‘s Cowboy Couture Gala has built a reputation for transforming ordinary events into unforgettable moments that linger in the cultural conversation.
“I describe myself creatively as innovative with a strong hatred for boredom,” Haggins tells me as we sit down at his design studio in Dallas. “In everything I do, there must be an experience factor. I ensure guests aren’t just present—they’re participating.”
This philosophy has made him the go-to creative director for legacy brands like Jack Daniels and Woodford Reserve, along with high-profile events including the Black Men Summit and the Amethyst Gala. His signature touch, as the man behind Sir 4ourth Event Architects—a perfect balance of luxury and authenticity—has become his calling card in an industry where mediocrity simply won’t survive.
What many don’t realize about Haggins, known professionally as Sir Will, is that he navigates these predominantly white bourbon and luxury spaces while remaining unapologetically himself.
“I learned early on that I was going to be unapologetically Sir Will,” he says with characteristic confidence. “I’m an acquired taste. If you don’t like me, acquire some taste.” It’s this unwavering authenticity that has opened doors typically closed to Black creatives.
“Being the ONLY in these rooms has elevated my voice,” Haggins explains. “Since I have a seat at the table, I will represent those who don’t—and I don’t care how uncomfortable that may be for others.”
His design aesthetic—refined, intentional, and decidedly unbothered by fleeting trends—reflects his personal journey. “I grew up more privileged than most and I’m thankful for how that shaped me as a person and event producer. I enjoy more refined events, so I produce those experiences for my clients.”
While Haggins’ client roster reads like a luxury brand directory, his most passionate work happens far from the spotlight. As President and Creative Director of DOPE (Doing Our Part through Educating, Empowering, & Entertaining), he channels the same creative excellence into uplifting teens from underserved communities.
“I chose to focus on teens because they’re the most overlooked demographic,” Haggins explains with visible passion. “They’re not the cute kids anymore. They’ll test your patience and give you attitude, often because they’re overlooked. I approach them authentically—I demand respect, but I also give them respect.”
This duality—creating experiences for bourbon connoisseurs one day and designing youth development programs the next—showcases Haggins’ remarkable range. “It’s truly a balancing act. I thoroughly enjoy the teens of DOPE; they keep me young. The balancing act is making sure I do what I love while making time for what I’m passionate about.”
His professional ethos remains consistent regardless of context. “One of the most important lessons I’ve learned is to always have integrity and do the right thing, even when it’s difficult,” he reflects. “People know my work better than they know me, and I’m absolutely fine with that. This is why everything I do must meet my standards.”
Those standards include turning down projects that don’t align with his values. “I will decline projects that don’t match my brand or clients who want to be too trendy rather than intentional—or who don’t properly compensate vendors.”
When asked what he hopes people say about him when he’s not in the room, Haggins doesn’t hesitate: “When people mention Sir Will Haggins IV, I hope it’s associated with professionalism and excellence. But I’m also fine with people knowing I have personality and I’m not for everyone.”
He adds with characteristic candor, “It’s funny—it’s hard for me to attend events because people assume if I’m there, I produced it. Most events I attend, I wouldn’t dare produce, but I make sure to offer constructive criticism.”
Above all, Haggins wants his legacy to reflect his commitment to the next generation. “I want people to know how passionate I am about youth development. As a society, we’ve failed them, but I can’t stand by and watch—I get active.”
In a world of creative pretenders, Will Haggins IV stands apart as the real deal—crafting luxury experiences that set standards while building a legacy that transcends the velvet rope.
