Dsquared2 Spring 2021 Kid's Ad Campaign Film & Photos


Spring 2021 Kid's Ad Campaign

Review of Dsquared2 Spring 2021 Kid’s Ad Campaign by Dsquared2 Creative Directors Dean & Dan Caten and Photographer/Director Giampaolo Sgura

Dsquared2 celebrates exploration and play with a new Kids’ campaign for Spring 2021. The campaign features bold, playful imagery from director Giampaolo Sgura.

The new kids’ collection combines comfortable streetwear with a bit of fun edginess drawn from the world of motorbike style. These style codes underscore a childlike spirit of energy and adventure, which is sustained by the campaign styling’s unabashedly maximalist approach to accessorizing.

Thankfully, we are finally moving into a time when the idea of “playing like a girl” and “playing like a boy” is being broken down, and Dsquared2 is doing strong work to support this important progress. There is a decidedly non-binary approach to the creation and styling of the collection, and the campaign depicts all its subjects with the same attitude of freedom and possibility in play. Capturing them with humble sensitivity in bold black and white, Sgura can simply step back and let the infectious energy of these kids express itself.

Though they can often feel like an afterthought, this kids’ campaign feels like an important element of Dsquared2’s recent series of Spring 2021 campaigns, all directed by Sgura. A major motif of the series has been recognizing individual strengths and passions while coming together to work and play.

While adults have to work and unlearn layers of social practice to get into that open, spontaneous space, kids already live there. The energy and freedom of the kids’ campaign informs and expands that of the others, just as our play as children informs our life and work as adults. Dsquared2 gives us a chance to recognize the unique and powerful sense of freedom that children have, and inspiringly reminds us that we can have it too.

Dsquared2 Creative Directors | Dean & Dan Caten
Director/Photographer | Giampaolo Sgura – @Chris Boals Artists
Grooming | Andrew Guida – @Close Up Milano