Whether it’s the late Off-White founder Virgil Abloh’s successful tenure at Louis Vuitton, 1017 ALYX 9SM co-founder Matthew Williams at Givenchy, or Vetements co-founder Demna Gvasalia at Balenciaga, the rise of streetwear in the past decade has seen heritage fashion houses scrambling to appoint designers with streetwear backgrounds to helm their brands. The latest example of this not-so-phenomenal phenomenon is the appointment of Rhude founder Rhuigi Villaseñor as creative director at Bally.
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The Swiss luxury house has been looking to shake up its positioning in the market, slowly expanding beyond its reputation for luxury leather goods and accessories and timeless staples in neutral hues.
“Over the past three years, we have redefined our positioning, successfully consolidating the brand across product offering and customer touchpoints,” explained Nicolas Gritto, CEO of Bally. “This strong foundation, rooted in an embrace of our Swiss identity, enables us to progress on our ambitions. In this transformative moment, and having found the right champion in Rhuigi, we are ready to move Bally to the next level.
“I entrust Rhuigi, a talented visionary, to continue evolving the contemporary relevance of our brand and accelerate growth while preserving Bally’s core values. 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. Rhuigi’s deep understanding of Bally’s history coupled with a distinct appreciation of the Swiss lifestyle will be instrumental in ushering the brand into the future.”
“I am proud to be appointed as the new Creative Director of Bally,” said Rhuigi Villaseñor. “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 brand’s pioneering legacy across social innovation and 171 years of luxury heritage is a true inspiration, and I am drawn to the company’s paramount commitment to sustainability and craftsmanship. I have always admired the Swiss approach to luxury, its discreet representation of excellence, and symbiotic openness and care for the environment. Nicolas [Girotto] and I connected on our shared vision, and it is with immense honour that I accept this challenge. I look forward to invigorating and modernizing the brand while respecting its longstanding tradition, sharing its story further with a wider community.”
Acting as the founder, CEO, and creative director at Rhude since 2015, Villaseñor has been recognised as one of the most promising fashion talents of today, expanding his reach beyond fashion into the homeware and automotive realms through savvy lifestyle partnerships. Set to bring a fresh outlook to the storied Swiss artisanal house, Manila-born Villaseñor has already achieved cult-favourite status among the young and rich crowd through the label Rhude, with the likes of Kendrick Lamar, Big Sean, Jay-Z, The Weeknd, Slick Woods, Metro Boomin, and Saweetie sporting his graphic sweatshirts and silky bomber jackets. Known for his contemporary take on the classic American wardrobe, Villaseñor combines luxury techniques with streetwear elements.
Villaseñor’s first collection for Bally will debut for the Spring/Summer 2023 season.
Words by Theo Rosen
