Review of Dsquared2 Icon New Generation Spring 2025 Ad Campaign by Creative Directors Dean & Dan Caten, Photographer Giampaolo Sgura, and Videographer Gabriel Logan with model Bách
Dsquared2 explores the shifting boundaries of self-expression and identity in the digital age with the campaign for its Spring 2025 Icon New Generation collection. The campaign was lensed by the brand’s frequent collaborator Giampaolo Sgura and stars next-generation internet personality Bách, who has built an extensive fanbase for his distinct personal style, down-to-earth presence, and viral dance videos – not to mention good looks, which the campaign makes sure to capitalize on.
Cleverly leaning into Bách’s persona as a young icon for a digitally native generation, the visuals investigate the liberating and indulgent creative process of taking pictures and videos of oneself. Sgura photographs Bách as he smolders into a tripod-mounted camcorder, coyly bringing the lens in for a closeup. Other shots take on an additional layer as Sgura captures the screen of the camcorder itself, cheekily switching from lensing the star’s face to other body parts.
Formatted for the social-media vernacular of TikTok and Instagram stories, the accompanying video series made by Gabriel La Guardia dive deeper into the mediated experience of desire through a digital screen. Set to a glitched-out post-punk soundtrack, the footage seems to pixelate and decay, referencing the digital format itself while speaking to a digital audience.
As its name suggests, the Icon New Generation collection brings a core Dsquared2 wardrobe to a youthful and tuned-in audience. With its smart choice of star and steamy yet ironically self-referential visuals, the campaign is a focused statement of the brand’s identity for a culture that lives online.
Dsquared2 Creative Directors | Dean & Dan Caten
Photographer | Giampaolo Sgura
Videographer | Gabriel Logan
Model | Bách