Rhude is making a bold statement with its latest collection, showcased at the picturesque Villa d’Este overlooking Lake Como. Rhuigi Villaseñor, the brand’s founder and Creative director, has always been known for his intuitive feel for disassembling and revitalizing tropes of Americana, and this season is no exception.
The Spring/Summer 2025 collection, titled “Still Water Runs Deep,” is a masterclass in material remixing and harmonic discordancy, blending preppiness with post-streetwear codes to create a truly unique aesthetic. From the opening logo and cross Swarovski-embossed washed denim and long-sleeve tees to the cleverly tweaked tailoring, including four-button double-breasted jackets with a postmodern Armani-esque flavor, every piece is a testament to Villaseñor’s skill as a designer.
But what truly sets this collection apart is its commitment to showcasing lifestyle. Villaseñor has always been drawn to the idea of creating a world around his brand, and this season he’s done just that. The collection is full of pieces that evoke a sense of youthful coolness, from the rubbery sandals that locals might not dare to wear to the Ivy League preppy tropes and ’80s-reminiscent gingham tracksuits.
Villaseñor’s inspiration for the collection is clear: he’s tapping into the idea of the American dream, but with a punk approach. He wants his customers to feel like they’re part of a tribe, a group of cool kids with great taste and a penchant for mixing high and low. And with pieces like the leopard print Bermuda shorts and oversize polo shirt, or the Oxford cotton briefs and bath robe made of bouclé, it’s easy to see why.
Of course, no Rhude collection would be complete without its signature logoed merchandise. This season, Villaseñor has outdone himself, with jeans featuring the Rhude logo spelled out in tiny crystals on the back and biker jackets with emblems and branding galore. It’s a commercial necessity, but also an opportunity to reinstate the brand’s DNA for a new crowd.
As Villaseñor looks to the future, he’s focused on building a stronger, more resilient business. With a tie-in with the Como 1907 soccer team and a new marketing partnership, he’s clearly committed to making Rhude a major player in the fashion world. And with collections like this, it’s hard to see why he won’t succeed.
Read more: GmbH Spring/Summer 2025 – Berlin Fashion Week
©Photo: Rhude
