People, spaces and objects I met during my productions, interviews and travels. Chez @britishgq . It’s @rhuigi debut day at @bally and the day of my first work on @britishgq . Rhuigi Villaseñor won over high-wattage celebrity fans and ushered in a new era of opulent American with @rhude. Now, with the keys to the Swiss house of Bally, the Filipino-American creative director is embracing a very European kind of luxury. With Bally’s revamp, Rhuigi is rethinking the visual codes of the house. “I found the most beautiful ’30s-era logo in the archive,” he tells me – it will be one of a handful of logos used in his brand restyling. However, he’s also transforming it from a leather goods company into a serious apparel purveyor, particularly of womenswear. “I get to expand my creativity on the women’s side now,” he says. For Bally’s first runway show in two decades, the womenswear is key. “To convey a lifestyle, you need to convey a full offering of ready-to-wear,” Girotto details. It’s a traditional tactic for brands known for shoes and bags that are looking to occupy more space in consumers’ minds – think of the past transformations of Gucci or Louis Vuitton – but Rhuigi, hailing from outside the luxury industry’s circle of pedigreed designers, is not the traditional choice. “It’s quite cool for a very established house like this to bring in a guy with Rhuigi’s background, who established himself on his own and has this freshness, this youth and this open mind,” Camille Miceli tells me. The Pucci designer struck up a fast friendship with Rhuigi backstage at an Alicia Keys concert. “He’s going to bring something different to the brand and to Milan Fashion Week.”