In an extremely off-schedule moment, Rhude’s Rhuigi Villaseñor revealed his SS25 collection on the shores of Lake Como last night. Rhude has been around for just less than ten years but the LA-based label is staging shows that rival the megabrands. Based on a foundation of LA streetwear but with heightened European sartorial codes, Rhude’s SS25 collection mixed classicism and contemporary, mixing wide-leg motorcycle jeans with studded bomber jackets, past-the-knee Bermuda shorts with leopard and camo prints. Drawing inspiration from the show’s location, imagery of swans are captured in studded embellishment, and varsity jackets are painted with prints of merchant sailboats, Lombardy flora and stately dogs – referencing and reconceptualising the sun-faded frescos that decorate many of Como’s historic villas.

This collection also marked the beginning of a new collaboration between Rhude and Como 1907, the Serie A football team based on the Lake. Co-branded pieces in the collection included rugby tops, zip-up sweatshirts and jersey tees – making Como 1907 your new favourite team.