Dsquared2’s Fall/Winter 2024 campaign celebrates the brand’s “boundary-breaking blue-jean spirit with a powerfully focused and subtly sensual perspective.”
The luxury brand, teamed with frequent collaborator photographer Giampaolo Sgura for the launch.
The campaign highlights Dsquared2’s steel wash biker jeans, shrunken jean jackets, shorts with raw cut hems and workwear-inspired fits.
Dress in double denim with bare skin as an accessory, Dsquared2 said models Lydia Waldrop, Ondrej Mokos and Freddie Brosnan bring to life a sense of intimacy and comfortable confidence to the campaign. The imagery is anchored by a simple leather sofa in an otherwise completely minimal studio space.
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“Lying on the couch like they own the place or standing defiantly in front of it, these characters are a living embodiment of the truth that the sexiest fashion statement is feeling confident in who you are and how you look—and with Dsquared2 denim, you’re gonna look good,” the brand stated.
The images are complimented with black-and-white portraits of the models and product images that emphasize Dsquared2’s bold washes and branding elements.
“Drawing on familiar visual motifs—double denim, simple furniture, classic studio photography—Dsquared2 incorporates these elements into its own distinctive world, transforming them into icons. It’s a direct statement of the brand’s signature boldness and journey of constant reinvention—a classic story told anew through the language of denim,” the brand stated.
Dsquared2 was founded by identical twin Canadian brothers Dean and Dan Caten in 1996 in Milan.
Denim has been a core of the brand’s multifaceted identity since its inception and plays a key part on its mission to promote “liberated self-expression through bold dressing.”
