Rhude’s Rhuigi Villaseñor Stars in Puma’s Latest Advert Campaign – WWD



Rhuigi Villaseñor is 1 chaotic guy.

The founder and designer of the Los Angeles-primarily based streetwear manufacturer Rhude — who also serves as the imaginative director of Bally — has one particular previous task up his sleeve for this calendar year.

On Thursday, he will unveil his newest partnership with Puma as section of the ForeverPuma campaign, where by the manufacturer tapped a group of cultural influencers to take a look at the indicating of “classic” via solution and articles. The influencers, or “The Collective,” had been picked out by Jay-Z, Puma’s basketball and classics creative director, and his longtime mate Emory Jones, who serves as a crucial cog in his Roc Country empire.

As Puma’s main model officer Adam Petrick explained at the time of the ForeverPuma launch 8 months ago: “This yr we will be highlighting Puma’s legacy as a basic sneaker model by inquiring a pick out team of legendary cultural leaders the crucial dilemma: What is a typical?”

Other creatives in “The Collective” have provided Jones, Dapper Dan, Walt “Clyde” Frazier, June Ambrose, photographer Lenny Santiago and Mike Camargo, founder of Upscale Vandal, all of whom shared their tales of growth and enhancement in brief films by director Nadia Hallgren, as nicely as via capsule collections.

And now it’s Villaseñor’s convert.

The reimagined Puma Suede sneaker.

The initially portion of the partnership will be Thursday’s video clip followed by a capsule selection that will launch on Saturday. In the shorter movie, Villaseñor talks about expanding up in Manila in the Philippines and staying drawn to the big logos he observed of significant manufacturers these as McDonald’s and Puma. “I preferred to be a single of those, mainly because to me, that was my north star,” he said. The video goes on to chronicle his daily life and how a “regime change” in his home nation pressured the spouse and children to go away and land in “sunny California,” wherever he expected absolutely everyone to have swimming pools in the backyard and convertibles. He latched on to American tv and internet marketing and shortly developed a appreciate for pop society and tunes, specially hip-hop.

Rhuigi Villaseñor

Rhuigi Villaseñor

Chandler Allen/BFA.com/Courtesy

He acquired his get started building songs videos, which were being a medium that “brought communities collectively and selected who you aligned with,” he claimed. And he started putting on black Puma Roma sneakers, which represented the “code” for all of the “fresh little ones.” He then identified thrifting, which was where he figured out about the development of garments and buyers, he reported. That finally led to the creation of his brand that he explained as “logging documentation of the modern society in garments type.”

For the Puma attire line, Villaseñor reported he will be “playing with social taboos” but still “leaning to the noticeable. No subject how poetic I can be with my garments, I know men and women nevertheless will need to have on them. It’s not satire, but it delivers a new perspective to the garments. And we need amusement.”

Although he life on the West Coast, Villaseñor appeared to New York City for inspiration for the capsule that pays homage to the 5 boroughs.

For the 1st fall, Villaseñor reworked a faux leather down jacket by embellishing it with collegiate-model appliqués and patches and reimagined the Puma Suede sneaker in black leather with a reptile debossing and the year 1991 stamped in gold on the heel.

The following two drops will involve his reinterpretation of some of the “signifiers of the brand” these as Puma’s traditional tracksuit, he stated, as nicely as other jackets and shoes.

“So substantially of my perform is an ode to California,” he reported, pointing to the “colors and silhouettes that are “derivative” of the state. “But for this challenge, I extended my inventive eyesight to a more world-wide scale.”

The marketing campaign for the assortment also characteristics authentic New Yorkers such as Liv, an artist Yang Xiao Di, a juggling learn, and Jared Crawford, a drummer and composer.

The partnership in between the designer and Puma actually started off quite a few a long time in the past when Villaseñor set his spin on some of the brand’s vintage sneakers along with a complementary clothing capsule for his Rhude brand. The relationship has continued with a number of other well-liked drops. “It’s a fluid romance,” he mentioned, incorporating that he has “great adore for the model.”

As portion of this partnership, Puma also worked with each member of its Collective to pick a increasing member of the future technology of likely influencers to get a grant as perfectly as mentorship and promotional assist.

In the scenario of Villaseñor, the designer handpicked photographer Adrian Martin who, like Villaseñor, hails from Manila and emigrated to Los Angeles. Martin will acquire $20,000 from Puma to guidance his job.

Villaseñor stated he identified Martin on social media and pointed to his human body of do the job and the local community he’s producing as the factors he chosen Martin for this opportunity.

Adrian Martin will obtain a grant from Puma to further his career.

“I want I could do the job with absolutely everyone, but he comes from my nation and it’s important to preserve spirits substantial and the American desire alive,” he explained.

Martin reported he plans to “utilize the grant by functioning with a whole BIPOC workforce and supporting and showcasing communities of shade, together with their operate.”

In addition to obtaining creatives like Martin, Villaseñor said he appears to be at social media as the “easiest encyclopedia” of our situations and works by using it to “click into the dark realm to uncover new creatives.”

Because launching the Rhude brand name in 2015, Villaseñor has produced a title with his reinterpreted classics that attract inspiration from Americana, audio and street design and style.

The Herzogenaurach, Germany-based mostly Puma, which is celebrating its 75th anniversary in 2023, not long ago introduced a improve at the helm, with main government officer Bjørn Gulden leaving to consider the leading publish at Adidas, and the planned elevation of main professional officer Arne Freundt to succeed him at the start of the calendar year.

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