Cover Photo: Instagram / @rhuigi

After five years of not having a creative director, Swiss luxury brand, Bally, appoints Filipino Rhuigi Villaseñor to reimagine its future

Bally, the 171-year-old Swiss fashion brand, makes a big move early in the new year by announcing that their next creative director is none other than Rhuigi Villaseñor, the founder and creative director of Rhude, a streetwear brand based in Los Angeles, California.

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After having Pablo Coppola as the previous creative director, Bally has pushed through the fashion industry without having appointed a new front man for the past five years—that is until Villaseñor's “natural creativity and energetic spirit” lit a fire under Bally CEO Nicolas Girotto.

“I entrust Rhuigi, a talented visionary, to continue evolving the contemporary relevance of our brand and accelerate growth while preserving Bally’s core values,” says Girotto in a statement.

Even Villaseñor himself is excited about what’s to come. He shares, “I have always admired the Swiss approach to luxury, its discreet representation of excellence, and symbiotic openness and care for the environment... Nicolas and I connected on our shared vision, and it is with immense honour that I accept this challenge. I look forward to invigorating and modernising the brand while respecting its longstanding tradition, sharing its story further with a wider community.”

Who is Rhuigi Villaseñor?

The Filipino creative director’s family moved to the US in 2001 and grew up living in a one-bedroom apartment in San Fernando Valley in Southern California. Although his father wanted him to be a doctor, Villaseñor pursued his passion for art and fashion which was inevitable as the apple does not fall far from the tree (his mum’s a tailor and his father's an architect).

Villaseñor’s first design was a cotton t-shirt with a black and white paisley bandana pattern, a design that was influenced by the West Coast Chicano culture.

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He started the ready-to-wear brand, Rhude, using his mother’s laptop in 2015. In 2021, Rhude’s revenue soared up to USD$30 million. Renowned artists such as Kendrick Lamar (who wore Rhude to his Pulitzer Prize ceremony), Ellen DeGeneres, and ASAP Rocky has shown support for the brand as well.

Considering Villaseñor’s unique taste, many are anticipating the designer’s golden touch as he works on Bally’s upcoming collection for spring/summer 2023.

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