Dsquared2

Sep 2024

For their Fall 2024 campaign, Dsquared2 leans into the raw, tactile essence of denim with a series of high-contrast visuals that bridge the gap between commercial product focus and intimate editorial portraiture. Under the creative direction of Dean and Dan Caten, the project strips away extraneous noise, utilizing a minimalist studio setting where the primary subjects are either captured in soft, natural light or sharp studio strobes. Photographer Giampaolo Sgura masterfully navigates this dichotomy, alternating between macro shots that highlight the intricate craftsmanship—such as signature red branding tabs, golden-yellow contrast stitching, and weathered distressing—and emotive portraits that emphasize the human element. The campaign features models Ondrej Mokos, Freddie Brosnan, and Lydia Waldrop, whose relaxed, often candid expressions against a vintage brown leather sofa underscore the label's commitment to a lived-in, effortless aesthetic. With grooming handled by hair stylist Ezio Diaferia and makeup artist Luca Cianciolo, the images maintain a clean, high-key finish that allows the rugged beauty of the indigo and light-wash fabrics to take center stage. By blending traditional editorial minimalism with the structural integrity of luxury fashion photography, the campaign presents a cohesive vision of modern, industrial-inspired denim, resulting in a series that feels both timeless and aggressively contemporary.

Editorial, Vertical, Vertical, Commercial, Commercial

Natural light

Luxury Fashion Houses, Fashion