Review of Dsquared2 ‘ICON New Generation’ Spring 2021 Ad Campaign by Dsquared2 Creative Directors Dean & Dan Caten and Art Director Giovanni Bianco of agency GB65 & Photographer/Director Giampaolo Sgura with Tony Effe, Jill Kortleve, Grace Hartzel, Maike Inga, Valentina Sampaio, Mao Xiaoxing, Precious Lee, Serena Sy, Cheikh Dia, Edoardo Sebastianelli, Terence Firinga, Jie Zheng, Valentin Humbroich, Luke Maehlmann, Joshie Harriette, Amiel Kornicki, & Nicolas Huchard, Casting Director Piergiorgio del Moro
Dsquared2 continues its celebration of iconic personalities with a new Spring 2021 campaign. Photographer Giampaolo Sgura captures an exciting cast of young artists and creatives, while Giovanni Bianco of agency GB65 oversees creative direction.
From rapper Tony Effe and skater Amiel Kornicki to rising star models like Precious Lee and Maike Inga, and on to many more, the cast represents an exciting cross-section of young talent both within and outside the fashion industry. The campaign imagery uses both striking portraiture and impressive film work to capture the youthful, creative energy of its stars.
Sgura’s black-and-white portraits powerfully capture the energy and character of each individual. While there is an appropriate degree of that Dsquared2 sexual confidence, the photographs feel like more than icon-worship: there is a sensitivity to the unique personality of each subject. Slick art direction finishes things off with a bold touch of primary color.
The film sees its stars work and play together to develop an energetic world of motion. Sometimes alone, but most often in groups, they move their bodies with an expressive and joyful dynamism. It is beautiful to see young artists, models, and athletes across various colors, countries, and gender expressions joyously come together through motion and dance.
Mixing the brand’s signature “Icon” capsule with the new fashion collection, the styling work underscores the individuality of each subject, while proudly showing that they play for the same team. In keeping with its international, democratic energy and wide-ranging approach, the campaign is set to launch digitally across Dsquared2’s social media platforms.
Not only does the campaign celebrate unity in diversity, but it actually leads by example and shows us how strong that togetherness is. It shows us that bringing our individuality and passion together is the strongest and – importantly – a most fun way to get things done. This message feels especially important in connection with the younger generation. Dsquared2 gets us so excited to welcome the next generation of icons.
Dsquared2 Creative Directors | Dean & Dan Caten
Agency | GB65
Creative Director | Giovanni Bianco
Director/Photographer | Giampaolo Sgura @ Chris Boals Artists
Talent | Tony Effe, Jill Kortleve, Grace Hartzel, Maike Inga, Valentina Sampaio, Mao Xiaoxing, Precious Lee, Serena Sy, Cheikh Dia, Edoardo Sebastianelli, Terence Firinga, Jie Zheng, Valentin Humbroich, Luke Maehlmann, Joshie Harriette, Amiel Kornicki, & Nicolas Huchard
Casting Director | Piergiorgio del Moro @ Exposure NY
Stylist | Vanessa Reid @ Streeters
Video DOP | Andrea Dutto
Video AD | Domenico Nicoletti @ NoTextHair | Franco Gobbi @ Streeters
Makeup | Cosetta Giorgetti @ CloseUp
Manicurist | Annarel Innocente Furina & Roberta Rodi @ CloseUp
Set Designer | Serena Groppo
On set P-Studio Productions