OCTOBER 2025 DIGITAL COVER: RIVER VIIPERI, FASHION'S COMEBACK KID

How one of fashion’s biggest male models is reviving himself, yet again

River wears a jacket and pants by L.B.M 1911, jewelry by David Yurman, and sunglasses by Ray-Ban

From VALŪS Issue No.1 Autumn 2025 print edition - order your copies today!

Written by Kristopher Fraser

It’s a Thursday morning in midtown Manhattan. River Viiperi is sitting in a leather chair, sipping iced coffee while his groomer does his hair and makeup. It’s a morning not unlike many he’s had over the last 15 years in the fashion industry. He’s walked the runway for the biggest brands, from the late Giorgio Armani to Louis Vuitton, and has starred in global ad campaigns for the likes of Moschino, Versace, and Ralph Lauren. Viiperi is nothing if not experienced. But what makes this VALŪS photoshoot special is that it marks Viiperi’s official fifth return to modeling. We’ll explain.

Born in Madrid to a Spanish father and a Finnish former model mother, Viiperi was set up for success from the jump. His first passion was soccer, and as a teenager he was scouted by Real Madrid to become a professional player. But, after a few years, his passion waned and at the behest of his mother, he decided to pursue modeling.

Viiperi then began working in London and Paris but it was after landing in New York City that he caught his big break; he locked in a Calvin Klein contract, which put his modeling career on the map and on an immediate upward trajectory. For the next decade, Viiperi would dominate the male modeling scene, one year on top of the world and the next year taking an extended break. Just before the pandemic reached the U.S., Viiperi was technically on his fourth career-restart.

“Right before COVID-19, I did a campaign with Cîroc and Moschino, and I was expecting that to be my fourth and final return to modeling,” Viiperi tells us. “Luckily, my contract with Cîroc and Moschino was for 16 months, so that left me with enough money to stay afloat for the year.”

During lockdown, Viiperi traveled to Finland to stay with his mother, and because the country had limited lockdown restrictions, he was able to spend time relaxing and playing his new favorite sport, golf. For the first time in his adult life, Viiperi was also able to sit and reflect on what he wanted.

“I was finally able to learn about myself,” Viiperi says. “I was able to start setting boundaries, lock in, and think about my goals for my life. I started modeling at 17, and at such a young age, it’s hard to think about those things when you’re in the fashion industry, which is always evolving and changing. It becomes easy to lose yourself as a model when you start that young. I was pushing myself for so long, which led to burnout and a pause from modeling. I became such a people pleaser. Now, I’ve entered a chapter in my life where it’s time to fill my cup and make it overflow.”

After departing Finland, Viiperi was on a hunt to get his visa renewed so he could return to America and begin his fourth turn as a model. While often in New York City or Los Angeles for work, Viiperi is now based in Miami.

“When I returned to America, I packed my bags and prepared to have them shipped to the U.S.. I had enough money saved to survive my first months back,” he says. “But I decided this time I was going to live in Miami. I needed to prioritize my mental health. I needed somewhere where I could golf and was close to the beach. When I got to Miami, I was determined to achieve the best mental and physical health of my life. I told my agents I was ready to get modeling again, and for the past nine months, I’ve been grinding to prove how serious I am about this latest comeback. I’m 34 now, I’m mature, and I finally understand the fashion industry.”

If he could tell his younger self anything, Viiperi says it would be to, “trust your instincts, even if you don’t know what the hell you’re doing. It’s better to make mistakes based on your own opinion or your own decisions. And it’s important to learn who had your best interests at heart."

River wears a jacket, pants, shirt and bowtie by BOSS, with a timepiece by Hamilton

CREDITS

Photographer | Oliver Halfin

Wardrobe Stylist | Kristopher Fraser

Men's Groomer | Alexandra DiRoma

Art Director | Joshua Eichenbaum

Videographer | Jo Kami

Wardrobe Assistant | Kate Piotrowski

Assistant to the EiC in NYC | Sloan Carlisle Kratzman