Rhude SS24: somewhere between Los Angeles and the South of France

For the SS24 collection, Rhuigi recalls the summer vacations of his childhood and applies his wardrobe to the brand’s universe. A universe that had not appeared in all its history and that is close to the Mediterranean clothing.

37 photos

 “I looked back to when I was a kid growing up, packing our bags from different cities to countries with my parents in hopes to provide a bright future and a beautiful way of life. It’s taught me so much on the way I value the world”, said Rhuigi Villaseñor about the new collection. One that, under the name “A dream within a dream”, was conceived from a personal dream of Villaseñor: to learn to sail. Big airplanes, camels in the Middle East, boats in Southeast Asia, big billboards in America, European secret agent movies and superheroes are the recurring motifs in the proposal, under a common theme: the idea of the new American individual. At least the one that Rhuigi longs for.

The collection featured tailoring, nautical-themed silks and nylon tracksuits. Some pieces we had seen from the brand before, but you can imagine this season in maritime tones. And what has grown is the women’s side. Although the brand has long been incorporating womenswear into its collections, Villaseñor is determined to expand this. The designer wants to turn the brand into the ultimate American lifestyle; for all people without exception.

Rhuigi leaves his luxury streetwear style to focus his brand on a more refined side, typical of a nouveau riche European. Will it be enough for him to continue consolidating his position in the North American market?

This was Pharrell’s debut at Louis Vuitton.