Rhuigi Villaseñor is the new fashion director of Como 1907 Will he be able to transform the club into a lifestyle brand?
Rhuigi Villaseñor, designer and founder of Rhude, former creative director of Bally and curator of the R.H.U. line by Zara, has been appointed Chief Brand Officer of Como 1907, the Lake Como club that is returning to Serie A after a 21-year absence. Villaseñor, who is also among the team's minority shareholders, has stated that his main goal with this appointment is to transform the club into a true lifestyle brand, exploring areas such as fashion, hospitality, and much more. The liaison between Villaseñor and the club began in some way this summer when the creative chose the splendid setting of Villa d'Este, located in Cernobbio on the shores of Lake Como, to present the Rhude collection, in the presence of Romeo Beckham, Loris Karius, and other celebrities.
«With this role, I wanted to enter a space that wasn’t exactly that of fashion because, in a way, I’ve already explored it with my projects Rhude and R.H.U. I’ve thought a lot about the fashion business in general and how it behaves like a wave», said Villaseñor. «So, for me, I wanted to be part of something more concrete. Something that wasn’t defined by opinions or trends. In the end, it’s about sport». The city of Como and the club offer an important stage, especially one that is young and fresh with new ideas, which could represent a significant opportunity for a creative of Rhuigi Villaseñor’s caliber. The choice of a fashion director could potentially bring Como closer to the concept of luxury football that we have previously explored in this article.
