Dsquared2 Denim Fall 2024 Ad Campaign

Review of Dsquared2 Denim Fall 2024 Ad Campaign by Creative Director Dean and Dan Caten and Giampaolo Sgura with Chris Boals Artists and models Lydia Waldrop, Ondrej Mokos, and Freddie Brosnan

Dsquared2 celebrates the joy and freedom of dressing – or undressing – in its Fall 2024 denim campaign, which was created in partnership with the house’s frequent collaborator, photographer Giampaolo Sgura.

Denim is a signature offering from Dsquared2, often shapeshifting through innovative and expressive new styles across the brand’s collections, but always remain a core focal point that anchors the brand in a classic spirit of coolness. The campaign’s aesthetic and narrative takes shape around this interplay of nostalgic style and progressive individualism.

The visuals are anchored by one key piece of set design: a straightforward leather sofa in an otherwise stark, minimalist studio. this grounding presence subtly taps into nostalgic yet open-ended narratives: from this familiar, domestic focal point, countless narratives can unfold (but one story in particular ultimately comes to shape the campaign’s bold impact).

The portraits and the characters around which they center further develop this energy. Dressed in double denim with bare skin as a statement accessory, the characters bring to life a sense of intimacy and comfortable confidence. Lying on the couch like they own the place or posing 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.

It’s in the series of the accompanying short films, however, that the narrative of the campaign comes fully into focus, shifting from being flirtatiously open-ended to seductively specific. Referencing Y2K smut films, the videos reveal that this is not just any couch, but an adult film casting couch. The boys respond to questions ranging from the standard to the playfully invasive, before dropping their denim and getting ready for action.

Unfettered confidence and sensuality – as well as the act of displaying it on screen – has been a frequent theme for Dsquared2 before, so it’s a fitting move for the brand to return to this spirit to highlight the latest incarnations of denim, one of its most iconic offerings. Whether you’re putting them on or taking them off, Dsquared2 jeans are made for feeling comfortable in your own skin.