Future on the scene.

Another reason for his nervousness appeared to be the fact that there were no clothes at the venue just yet. They were still, I was told, in transit from another location. But a mood board leaning against a wall at the back of the house previewed the attitude he wanted to bring to the Swiss leather house. “I’m LA. I’m Rhuigi. I’m from Hollywood. I want to make movies. I want to make iconic things. I want to make things that were iconic in American movies,” he said, gesturing at taped-up cutouts of a young Elvis, James Dean in a cowboy hat, Basquiat wearing a suit, and a leathered-up Lou Reed.

The assemblage didn’t represent direct inspiration for the clothing so much as a mission statement: “I’m here to bring that flavour into European luxury,” he said. Much has been said about how Villaseñor’s appointment represented a win for “the culture,” meaning the people traditionally shut out of the luxury system, but whose creative and commercial instincts the luxury system adopts. But it’s also worth noting how cool it is that a guy with impeccable taste in fashion and an enviable personal style gets to establish a new identity at a historic label. “Rhude has been an adventure on my immigrant story and my perception of American luxury. And now this is my perception of global and European luxury,” he said.