Dsquared2 Fall 2024 Ad Campaign

Review of Dsquared2 Fall 2024 Ad Campaign by Creative Director Giovanni Bianco and Photographer and Director Mario Sorrenti with models Abby Champion and Luke Champion

Dsquared2 contains multitudes: the brand’s Fall 2024 campaign offers a powerful look at its core theme of duality. The campaign features creative direction from Giovanni Bianco and photography by Mario Sorrenti.

The brand’s Fall 2024 collection and its alchemical runway show pushed its signature spirit of hybridity and transformation to imaginative new heights, drawing on a cast of identical twins to create an ingenious illusion of a rugged daytime look transforming instantly into an elegant nighttime look. Now, this practice of fluid style and self reinvention is seen with a fresh focus in the collection’s campaign. The spirit of sibling connection is extended as well through the casting, which stars Abby Champion and her brother Luke Champion.

Each star is the subject of a pair of still portraits, one of which features a layered daytime look that incorporates utilitarian and craft elements drawn from vintage military styling and western wear, while the other features a slick, black evening look. Echoing this shift, the studio setting similarly shifts from crisp brightness to theatrical shadows.

The accompanying short film heightens the drama of this transformation, using tight editing that keeps pace with a propulsive electronic score to create a dynamic moving moodboard. Unlike the photographs, it also lets us see the models together, which extends the impact of both the daytime and the nighttime worlds and puts the masculine and feminine incarnations of the Dsquared2 character in conversation with one another.

Taken on their own, each of the campaign’s portraits offers a clear look at an expressive style moment. When considered as a whole, however, the campaign moves beyond the sum of its parts to create a layered celebration of the joy of personal discovery and reinvention. There are often many design ideas working together in a Dsquared2 look, but by stripping things back, this campaign offers one of the most focused looks from the brand yet at this transformative spirit that defines its core identity.