Swiss luxury brand Bally celebrated the launch of its new Bally Curling capsule collection and, as always, MAXIM had a front row seat…
Ever since Bally tapped streetwear designer Rhuigi Villaseñor as its new creative director a year ago, the fabled Swiss house has steadily been earning some cool cred. The man behind cult streetwear label Rhude, Villaseñor has been hard at work mining Bally’s extensive archive to bring over 170 years of heritage to a younger crowd more accustomed to sneakers and backpacks than loafers and briefcases. One of Rhuigi’s first tasks was to create an updated logo for the brand, which debuts on the new Bally Curling capsule collection. Drawing directly from Bally’s Swiss heritage for inspiration, the capsule celebrates the sport of curling, which first arrived in Switzerland during the late 19th century from Scotland and fast became a national obsession.
Bally Curling is the first winter capsule designed by Villaseñor following his debut runway collection, shown at Milan Fashion Week in September last year. And what better way to ring in a new era at Bally than an elegant, playful weekend in the Swiss mountains. The event served a dual purpose: unveiling the capsule collection and celebrating the newly-refurbished boutique in St. Moritz – a luxury alpine resort town and a playground for the rich and famous.
And so, one chilly Friday night in January, friends of the house like Supermodel Cindy Bruna and actress Tina Kunakey attended an intimate dinner co-hosted by Rhuigi and Bally CEO Nicolas Girotto. The setting was the town’s legendary Dracula’s Ghost Riders Club. Auspiciously, the club was founded in 1974 by photographer Gunter Sachs, who went on to shoot an iconic campaign for Bally in 1977. Dinner guests were dressed in the much-anticipated Spring 2023 collection, which debuts online and in Bally stores this month.
The following day, guests donned the new Bally Curling capsule to celebrate the re-opening of the St. Moritz boutique. The Curling collection emphasises Rhuigi’s elevated approach to casual dressing – think ultra-luxe cashmere sweaters with retro-style logos and bomber jackets lined in shearling. It’s a Bally collection after all, so there was plenty of stylish footwear on display. Our pick? Leather snow boots that are sure to serve you well on or off the ice.
By REILLY SULLIVAN
The Bally Curling Collection is available now in Bally stores and at Bally.com
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