Review of Dsquared2 Icon New Generation Fall 2024 Ad Campaign by Creative Directors Dean and Dan Caten with Photographer Nicoló Giovannoni and models Victor Perez and Dolma Lisa
Dsquared2 steps into the future of style with the launch of its Icon New Generation collection, evolving the world of its beloved Icon line with a forward-thinking new aesthetic.
Defined by an angular new logo, the Icon New Generation collection distills a contemporary and youthful essence through a distinctive new style language, staying true to the brand’s iconic ethos while guiding it forward for a new generation of individuals. That energy carries across oversized and sculptural silhouettes, new riffs on classic denim, sharp tailoring given an industrial edge through modular zipper details, and statement accessories in unexpected materials: a canvas for new experiments in unfettered fashion expression.
Starring multi-hyphenate digital creators Victor Perez and Dolma Lisa, the campaign channels Y2K aesthetics – the cultural foundation of a new generation – while guiding them forward with a contemporary youthful energy. Retro television sets whose screen are shattered with static at once evoke and disrupt the idea of a generation shaped by media, while the bold yet nonchalant energy of the characters furthers this idea of disruptive individuality.
Meanwhile, using energetic cinematography and editing to create a found-footage format, the narrative an accompanying short film cleverly introduces a theme of superlative science-fiction awesomeness. In the skies over the fashion capitals of Milan, Paris, and Toronto (it wouldn’t be Dsquared2 without a little Canada), a mysterious and colossal object has appeared, blotting out the sun. Is it a UFO? Is it an atmospheric phenomenon? No – it’s the Icon New Generation logo, and it has come to tell us earthlings that a new era of style is upon us.
Dsquared2 has always been smart about telling the stories present within its layered design language and celebrating the individuals who bring these stories to life. This latest evolution is another strong example of that practice, introducing a new perspective on the core ethos of transformative personal style at the heart of the brand.
An Icon, reimagined: with its propulsive forward energy, Icon New Generation takes Dsquared2 into the future.
Dsquared2 Creative Director | Dean and Dan Caten
Photographer | Nicoló Giovannoni
3D Animation | Cubia Creative Studio
Models | Victor Perez and Dolma Lisa