A new era for Bally

Bally begins a new era together with Rhuigi Villaseñor. The historic Swiss footwear, accessories and ready-to-wear brand, based in Caslano (Lugano) and controlled by Jab holding company, has embarked on a transformation that will affect its entire business, preparing for a double debut during Milan women's fashion week with its first show in 20 years and under the leadership of the newly appointed creative director, who landed in the maison in early 2022 (see MFF of january 19). The show is expected for saturday, september 24, at 7 p.m. in via Procaccini. Originally from Manila, the designer, former founder and ceo of luxury streetwear brand Rhude since 2015, grew up in several continents before moving to the Us at the age of nine and then starting his career in Los Angeles. His seamstress mother and architect father helped shape his aesthetic, a fresh and modern language that has it all to win over the new generation. This is a clear goal for the Maison, embedded in a global strategy that will also include a logo revamp, a focus on developing ready-to-wear sales and an acceleration in international markets, primarily the States alongside Asia, as the designer explained in this interview with MFF.

How did the meeting with the Maison come about?

Last year ceo Nicolas Girotto and I started talking about a short-term collaboration, but we hit it off right away, we have the same way of looking at the future. So here I am as creative director. I am very excited about this experience.

What is your vision for Bally?

When I ask people what they remember about Bally there is always someone who tells me they love something about it. What I will do is honor its heritage but also create my own story, like chapters in a new book. I will mix two worlds, the taste of Los Angeles and its summer and Bally's aesthetic which is closer to the mountains and winter.

How would you define your style?

Classic but with a twist. I like to break the formality while remaining sophisticated. I breathed in the old American atmosphere, its roots, and then European luxury. Now I am ready to integrate them into the brand.

What are your goals for ready-to-wear?

Sales in this sector amount to 11% of our total business, we want to take it to 20-25% within 3-5 years.

Therefore, we can talk about a new brand identity…

Absolutely, yes. It will bring a new modern luxury in our collections, packaging and communication. It is a new beginning for everything, including a restyling of our store concept. We worked on refreshing the logo based on a sans-serif treatment used by the boutiques of the maison designed by the architect Robert Mallet Stevens in France, in 1930. It will be futuristic, attracting, moving.

Why did you choose Milan for your runway?

Milan is undergoing something important that is impossible to ignore. The city has so much energy and the brand needed a show during this renovating phase.

What will the Spring-Summer 2023 collection look like?

Starting from the archive will give the brand more emphasis. We want to convey a message of transformation. The best image to do so is the ecdysis, we are like a snake changing its skin. We set ourselves free to make room for new things, while remaining loyal to our roots. We will expand our ready-to-wear offer to show an elegant and sophisticated woman, with new accessories, bags with new silhouettes, also launching a new jewelry collection which will already be used on the runway.

What is your ideal customer nowadays?

The target is youth. I want to express fun, tell Bally’s story by approaching the market talking to the new generation. (All rights reserved)