Mexican-American designer Rio Uribe has unveiled the first campaign for RIO since the label evolved from Gypsy Sport in 2025. The release opens a new chapter for the Los Angeles fashion house and gives Uribe a clear platform for the next phase of his namesake brand.
AD CAMPAIGNS
Photographed by Harry Eelman and styled by César Alvarez, the campaign introduces RIO’s evolving identity through images that balance a rebellious edge with a more refined creative direction.
RIO presents independent youth culture as a central part of its identity. Through clothing and image-making, the label explores individuality, community and personal expression as it continues to challenge established fashion conventions. The campaign develops these ideas through its casting and visual direction, introducing the brand’s evolution through people who connect directly with Uribe’s cultural references.
Latino models from diverse backgrounds appear throughout the series. Their presence reflects the people and cultures that have influenced Uribe’s work since he founded the label in 2013.
Uribe uses 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 imagery connects the brand’s previous identity with its current form and presents the transition as a natural development of Uribe’s established creative practice.
Founded as Gypsy Sport, RIO gained international recognition for its inclusive, sustainable and culturally driven approach. From Los Angeles, Uribe combines gender-fluid design, sportswear references and hand-produced techniques to create progressive silhouettes shaped by individuality and community. The transition to RIO places his name at the center of the label while opening space for a broader creative direction.
The campaign defines RIO’s new identity while preserving the independent outlook associated with Gypsy Sport. It also sets the direction for the label’s anticipated September runway show, where Uribe will further develop this next phase.
As RIO prepares for the runway, the campaign offers the clearest view 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 his work.
