His first collection for Bally will be for the Spring/Summer 2023 season.

Having started his career in Los Angeles, Villaseñor is the founder, chief executive and creative director of the Rhude fashion brand that offers ready-to-wear items and accessories and has a number of celebrity fans. Bally said his reach extends to a wide audience through lifestyle partnerships including homewares and automotive.

Nicolas Girotto, chief executive of Bally, said: “Over the past three years, we have redefined our positioning, successfully consolidating the brand across product offering and customer touchpoints. 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.

“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.”

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