Rhude unveils California cool at Lake Como fashion show

By

Dominique Muret

Translated by
Roberta HERRERA

Published
Jul 25, 2024

In an off-calendar event announced at the last minute and set against the iconic backdrop of Lake Como, Rhuigi Villaseñor knows how to make an impact and undoubtedly aimed to leave a lasting impression. After staging shows in Paris for two years, the Californian designer of Philippine descent decided to reconnect with the roots of his upscale streetwear label Rhude, propelling it into a new phase. This latest show unfolded in the lush gardens of Villa d'Este, an opulent Renaissance palace turned luxury hotel, in front of an audience that included rappers, actors, and soccer players like Romeo Beckham.

 
"Como is stunning. It was the first place I visited when I came to Milan eight years ago to showcase my collection. I arrived here at Villa d'Este by taxi. It was like a dream. And now, here I am again," Villaseñor reminisced backstage, reminiscing about his early aspirations in Manila. "We've kept a low profile these past months because we really wanted to re-energize internally and think about the next chapter for the brand," he continued. This evolution involves crafting a more defined narrative around Rhude’s universe.

Set in Cernobbio, directly across the lake from Como, Villa d'Este is one of the area's most chic and exclusive venues—perfect for showcasing Rhude’s “cool kid” aesthetic. Models walked through the Italian garden with a laid-back elegance, amidst blooming flower beds and manicured lawns, sporting the Californian casual style with beanie hats embellished with rhinestones, sunglasses, and hands tucked into the pockets of their jackets, donning long shorts with prominently displayed boxer shorts.

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The lineup was relaxed yet meticulously tailored—featuring oversized Bermuda shorts that fell below the knee, white t-shirts with sleeves that drooped to the elbows, baggy jeans, boldly striped knit polo shirts, and large shirts peeking out from under jackets.

Villaseñor played with bold combinations, such as pairing leopard print loafers with white socks, a mohair cardigan with washed denim bermudas, or a track jacket over a white shirt, black tie, and leather trousers, all highlighted by playful details like a gold braided belt.

"I launched my brand in 2015 unconventionally with t-shirts and hoodies. At that time, there were strong artistic and street movements. Showing outside the official fashion calendar is a bit like breaking the mold. To showcase Rhude’s world, I aim to create events that are currently called fashion shows, but in the future will evolve into broader experiences. Bringing my friends and guests here to Como immerses them in our world, letting them truly get to know the Rhude man—what he eats, what he drinks, etc.” Villaseñor explained, noting that part of his production is now based in Italy.

The designer, who boasts a network of 100 top multi-brand retailers worldwide—his primary market being America, followed by Asia, Europe, and the Middle East—has focused on accessories this season with several new eyewear styles and large leather tote bags.

A preppy, almost business-like flair permeated the collection with banker suits featuring double-breasted wool jackets and long tweed coats. A black suit was styled bare-skinned with flip-flops and occasionally paired with a satin maxi bathrobe coat.

The collection, titled 'Still Water Runs Deep', also included a range of sportswear pieces like basketball and rugby jerseys emblazoned with "Lago di Como," alongside zip-up sweatshirts, jersey T-shirts, and caps marked with "Como 1907," celebrating Rhude's collaboration with the local soccer club.

The small soccer club has just advanced to Serie A. Owned by Indonesia's Djarum Group, with a minority share by Thierry Henry, it sponsored Rhude’s fashion show. According to Villaseñor, the partnership might expand further. Among the guests were German goalkeeper Loris Karius, who is rumored to be signing with Como 1907.

Other notable attendees included, besides Romeo Beckham, American actor Evan Mock, Gavin Leatherwood, and British actors Paul Forman, Damson Idris, and Will Poulter, as well as Italian rappers Tony Effe and Lazza. After the show, they all attended a party in a villa in Como, celebrating in a festive, relaxed atmosphere with Villaseñor and all his guests.