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    Matthew Williams and Rhuigi Villaseñor Remake European Luxury in Their Image

    How two American designers are rewriting the established codes of luxury far away from home.

    WRITER: Hetty Mahlich
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    Being a great fashion designer today means being a great thinker and cultural curator. Matthew M. Williams and Rhuigi Villaseñor embody both of these characteristics. Born out of the American streetwear movement of the 1990s and 2000s, Williams’ 1017 ALYX 9SM and Villaseñor’s Rhude would eventually lead them to fashion’s promised land of Europe, where Williams was appointed creative director of Givenchy in 2020, and Villaseñor took over Bally last year.

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