Dsquared2’s New Campaign is a Family Album of Blood, Sweat and Denim
Dsquared2 is stripping away the armour of traditional fashion advertising for a deep-dive into the brotherhood that built the brand.
Titled “Back to the Roots,” their new campaign marks a first for the Dsquared2. The visuals unfold like an intimate family photo album opened up to the world. The sequence of photographs trace the lives of identical twin founders and Creative Directors Dean and Dan Caten from childhood to the present day, captured in candid moments of the duo smiling, embracing and standing side by side.
At its core, the campaign is a narrative of resilience, love, and the unbreakable bond of family. Born into a large, humble household, the Caten twins faced a reality that offered no shortcuts. They built their fashion empire from the ground up, a Herculean feat they credit to their lifelong connection. These portraits capture that essence, transporting the audience back to a time long before the birth of Dsquared2 and its eventual rise to global recognition.
“We wanted this campaign to reflect who we truly are, which is why we chose deeply personal photographs that genuinely represent us,” Dean and Dan Caten shared in a joint statement. “Dsquared2 would never have existed without the unwavering support we’ve given each other since we were kids. This campaign is our tribute to the past and our promise for the future.”
