Mexican-American designer Rio Uribe presented the first campaign for RIO since the label evolved from Gypsy Sport in 2025. The launch opens a new chapter for the Los Angeles fashion house and gives Uribe a clear platform for the next phase of his eponymous brand.
Photographed by Harry Ellman and styled by Cesar Alvarezthe campaign introduces RIO’s evolving identity through imagery that balances a revolutionary edge with a more refined creative direction.
RIO presents independent youth culture as central to its identity. Through clothing and image-making, the company explores individuality, community and personal expression as it continues to challenge the established conventions of fashion. The campaign develops these ideas through its casting and visual direction, introducing the evolution of the brand through people directly connected to Uribe’s cultural references.
Latino models from diverse backgrounds are featured throughout the series. Their presence reflects the people and cultures that have influenced Uribe’s work since he founded the company in 2013.
Uribe is using the campaign to define the values that continue to guide the house. Cultural dialogue, authenticity and inclusion shape his approach to clothing, casting and communication. The image connects the brand’s previous identity to its current form and presents the transition as a natural progression of Uribe’s established creative practice.
Founded as Gypsy Sport, RIO has gained international recognition for its inclusive, sustainable and culturally driven approach. Based in Los Angeles, Uribe combines gendered design, sportswear references and hand production techniques to create progressive silhouettes shaped by individuality and community. The move to RIO places his name at the center of the label while making room for a broader creative direction.
The campaign defines RIO’s new identity while maintaining the independent outlook associated with Gypsy Sport. It also sets the direction for the label’s anticipated runway show in September, where Uribe will further develop this next phase.
As RIO prepares for the runway, the campaign offers the clearest picture of its identity since the 2025 transition. Through photography, styling and casting, Uribe presents a fashion house shaped by independent culture and closely connected to the communities that continue to influence its work.
