Rhude shows off his California style at a fashion show in Lake Como

In a late-announced off-calendar event set against the backdrop of the iconic Lake Como, Rhuigi Villaseñor knows how to make an impact, and he certainly aimed to leave a lasting impression. After staging shows in Paris for two years, the Californian designer of Filipino descent decided to reconnect with the roots of his luxury streetwear label Rhude, propelling it into a new phase. This latest show took place 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 footballers such as Romeo Beckham.

“It’s amazing. It was the first place I visited when I came to Milan eight years ago to show my collection. I arrived here, at Villa d’Este, by taxi. It was like a dream. And now, here I am again,” Villaseñor recalls backstage, recalling his first aspirations in Manila. “We’ve kept a low profile these past few months because we really wanted to renew ourselves internally and think about the next chapter of the brand,” he continues. This evolution involves the elaboration of a more defined narrative around the Rhude universe.

Located in Cernobbio, just across Lake Como, Villa d'Este is one of the most elegant and exclusive locations in the area, perfect for showcasing Rhude's cool kid aesthetic. The models walked through the Italian garden with relaxed elegance, between flowerbeds and manicured lawns, sporting the California casual style with rhinestone-embellished hats, sunglasses and hands tucked into the pockets of their jackets, wearing long shorts with boxer briefs on display.

The lineup was relaxed but meticulously tailored: oversized Bermuda shorts that hit below the knee, white T-shirts with sleeves that fell to the elbows, baggy jeans, knit polos with bold stripes and oversized shirts peeking out from under jackets.

Villaseñor played with daring combinations, such as pairing leopard-print loafers with white socks, a mohair cardigan with washed denim Bermuda shorts or a sports jacket over a white shirt, black tie and leather pants, all highlighted by playful details such as a gold braided belt.

“I launched my brand in 2015 in an unconventional way with T-shirts and sweatshirts. At the time, there were strong street and art movements. Presenting outside the official fashion calendar is a bit like breaking the mould. To show the world of Rhude, my goal is to create events that are currently called fashion shows, but which in the future will evolve into broader experiences. Bringing my friends and guests here to Como immerses them in our world, allowing them to really get to know the Rhude man – what he eats, what he drinks, etc.”, explained Villaseñor, noting that part of his production is now based in Italy.

The designer, which has a network of 100 premium multi-brand retailers around the world (its main market is the United States, followed by Asia, Europe and the Middle East), has focused on accessories this season with several new styles of eyewear and large leather handbags.

A preppy, almost business-like feel permeated the collection with banker suits with double-breasted wool jackets and long tweed coats. A black suit was paired with flip-flops and occasionally a long satin robe-like coat.

The collection, titled 'Still Water Runs Deep', also included a variety of sportswear pieces such as basketball and rugby jerseys emblazoned with “Lago di Como”, along with zip-up sweatshirts, jersey T-shirts and caps branded with “Como 1907”, celebrating Rhude's collaboration with the local football club.

The small football club has just been promoted to Serie A. Owned by the Indonesian group Djarum, with a minority stake held by Thierry Henry, it sponsored Rhude's fashion show. According to Villaseñor, the partnership could be extended further. Among the guests was German goalkeeper Loris Karius, who is rumoured to be signing for Como 1907.

Among the notable attendees, in addition to Romeo Beckham, were 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, where they celebrated in a festive and relaxed atmosphere with Villaseñor and all their guests.