by Stephen Garner

Los Angeles-based fashion label Rhude has launched its first-ever editorial campaign headlined by the artist and rapper Future. Showcasing a combination of the spring/summer and fall/winter 2021 collections, the campaign is illustrative of the Rhude lifestyle, with Future as the live embodiment of the brand’s aesthetic.

Rhude creative director Rhuigi Villaseñor worked with Future, who is a friend and long-time admirer of the brand, to create a campaign that exemplifies the style of the modern gentleman through the Rhude lens. Captivating what the brand does best, meshing functionality and comfort with the tailoring and detail of high fashion.

Appearing in his first-ever fashion campaign, the Grammy Award-winner entrusted Villaseñor to reinterpret his signature style but with the Rhude twist. Diving into classic silhouettes and pulling influence from iconic American figures, this campaign focuses on pieces essential to the everyday closet but reimagined in new and modern fabrications.

With the launch of this campaign, Villaseñor introduces the world to the aesthetic of the “Rhude Boy.” Mixing the brand’s signature streetwear styles that influenced Villasenor’s youth while introducing his audience to the future of the brand, which tells the story of young designer’s growth over the years in the industry. 

“Future has been leading the pack musically and style-wise,” said Villaseñor. “It was a perfect marriage of street meets high fashion. This also marks Future’s first-ever fashion campaign as well as Rhude’s first-ever global campaign.”