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Bally Taps Rhude Designer Rhuigi Villaseñor as its New Creative Director


Bally Taps Rhude Designer Rhuigi Villaseñor as its New Creative Director

Not three weeks into January, and the fashion world is already moving and shaking. This morning, Rhuigi Villaseñor, the founder and creative director of L.A.-based streetwear brand Rhude, was announced as the next creative director of Bally. It’s a big move for the 171-year-old Swiss company, which hasn’t named a new creative director in five years. Villaseñor succeeds Pablo Coppola, who helmed the brand from 2014 to 2017; in the interim, designs have been collectively led by its heads of footwear, accessories, and ready-to-wear.

“I entrust Rhuigi, a talented visionary, to continue evolving the contemporary relevance of our brand and accelerate growth while preserving Bally’s core values,” Bally CEO Nicolas Girotto said in a statement. “Having acutely followed Rhuigi’s ascent I am excited by how his natural creativity and energetic spirit have made him one of the industry’s greatest idea generators and community builders.”

But even more importantly for the clothes that will be created, Villaseñor lives and breathes luxury. He loves beautiful cars, killer watches, and Birkin bags. “I grew up having interest in all the things that I thought were luxurious because I’m coming from the perspective of an immigrant,” the designer, whose family emigrated to the States from the Philippines in 2001, told GQ last year. That perspective has always been a throughline for his process—in the fall, Rhude surprisingly partnered up with kitchenware brands Instant Pot, Corelle, and Pyrex for a capsule collection dedicated to Villaseñor’s mom, Teresita. Same goes for the new appointment. “As a brand that is very dear to my heart, Bally has been worn in my family from generation to generation, from my grandfather to myself,” the designer said in today’s statement. “I have always admired the Swiss approach to luxury, its discreet representation of excellence, and symbiotic openness and care for the environment.”

Rhuigi at the brand’s SS22 show in Los Angeles.

Frazer Harrison

Compared to other luxury competitors, Bally has made a rocky transition into fashion’s Instagram age. (For whatever the…

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