Grit & Glamour: RHUDE X PUMA
LA-based ready-to-wear label Rhude brings a dualistic approach to menswear, employing minimalist aesthetics while simultaneously re-contextualizing the streetwear genre. For his first collaboration with PUMA, Rhude Creative Director, Rhuigi Villaseñor, embraces the brand DNA – employing classic suiting techniques, unexpected patterns, and pops of color into unisex separates and footwear. PUMA’s logos are celebrated through Rhude’s unique take on iconography.
ABOUT THE PRODUCTION
The creative concept, Grit in Glamour, was set in a sleek mid-century modern home in an untouched landscape. The characters - young kids aspiring to fulfil their dreams - create a paradise in their backyard, divulging in their aspirations. Tied down to the roots of their surroundings, their dreams fill the cracks in their daily routines. The characters were captured with a carefree attitude making the most of everyday moments: hanging laundry on a clothing line, hanging out on an abandoned couch, putting on makeup, riding bikes and lying down staring at the sky.
Shot at the unfinished Frank Lloyd Wright grounds in Malibu, California.
Still Photography: Amber Asaly, Video: Dustin Stanek, Producer: Sally Ghaly, Art Direction: Erica Efstratoudakis, Styling: Jordan Rudd, H&M: Chanel Cross, Local Production House: BaM Productions