Who Is Rhuigi Villasenor, Bally's New Creative Director?
He hangs out with some of the most fashionable rappers in the business, has a deft hand at interpreting leather goods, and runs one of modern streetwear's biggest success stories. Is Rhuigi Villasenor the man Bally has been waiting for?
Bally is taking "new year, new you" to a whole other level. News broke earlier this week that Rhuigi Villasenor, the 29-year-old founder and CEO of LA-based luxury streetwear brand Rhude, has been appointed as its new creative director.
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The announcement charts a new and revived direction for the Swiss luxury label, which hasn't seen anyone fill predecessor Pablo Coppola's shoes since his departure in 2017.
Often considered as one of the pioneers of modern streetwear, the Manila-born Rhuigi Villasenor started his label Rhude in 2015 and soon garnered a celebrity following that includes the likes of Jay-Z and Kendrick Lamar for its part preppy, part baller aesthetic.
Villasenor's appointment also marks a new chapter for Bally which has been playing catch up with other luxury houses in the age of social media hype. His self-made story, penchant for noteworthy collaborations and ingenious take on leather goods (read: Bally's bread and butter) at Rhude put him in a prime spot in an industry increasingly tapping creative directors with a background in high-end streetwear.
For the last, just consider the upcoming debut collection by A Bathing Ape co-founder at Kenzo, 1017 Alyx 9SM's Matthew Williams stint at Givenchy and the recent minority stake that LVMH made in New York streetwear company Aime Leon Dore.
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In a press statement, Villasenor pointed out the affinity he has with the 171-year-old Bally: “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. I have always admired the Swiss approach to luxury, its discreet representation of excellence, and symbiotic openness and care for the environment.”
Villasenor's debut collection for Bally will drop for the Spring/Summer 2023 season. Ahead we give a lowdown on this designer to watch.
The Villasenors moved to Los Angeles in 2001 at the age of nine after a regime change in the Philippines. As an outsider looking in, the Manila-born Villasenor built a wealth of cultural references in an attempt to fit in with his peers — which now clearly informs the motifs and narratives weaved into his collections.
Growing up, Villasenor's architect father was one of his fashion inspirations, while his mother, a tailor, taught him how to construct garments. The Rhude designer's capsule collection in collaboration with Instant Pot and Pyrex just last year was an ode to his mother.
It appears Villasenor has always had an entrepreneurial spirit. Before starting his label in 2015, Villasenor used to flip luxury vintage items he thrifted at Goodwill to make a living. Flash forward to today and the man sits on top of a company that reportedly recorded revenue of US$30 million in 2021.
Kendrick Lamar first wore his bandana shirt at the 2012 BET Music Awards, and the rest was history. He earned US$150,000 off a stream of orders the next day. His star-studded following includes the likes of LeBron James, Justin Bieber, and Michael B. Jordan among others a decade later.