Dsquared2

Sep 2025

For their Fall 2025 ad campaign, luxury fashion house Dsquared2 returns to its roots with an unapologetically gritty, nocturnal vision that feels both visceral and polished. Under the creative direction of Dean and Dan Caten, alongside Giovanni Bianco of GB65, the campaign captures the raw energy of urban nightlife through a lens that feels distinctly cinematic. Photographed and directed by the iconic duo Mert Alas and Marcus Piggott, the imagery employs heavy low-key chiaroscuro lighting to carve out sharp silhouettes against distressed graffiti-laden walls and industrial scaffolding. The aesthetic leans into a punk-inspired, rebellious spirit, featuring models like Irina Shayk, Alex Consani, and Achol Ayor, whose styled textures of faux fur, studded leather, and shimmering sequins are elevated by the dramatic high-contrast treatment. Styled by Haley Wollens, the collection comes alive within these moody, confined spaces, using live-action technique to convey a sense of candid movement amidst the shadows. With the creative input of set designer Danny Hyland, the environments transform into an atmospheric stage that underscores the brand's signature confidence. The resulting editorial work serves as a masterclass in fashion storytelling, where the interplay of light and dark doesn't just showcase garments but defines a provocative, high-octane mood that is quintessentially Dsquared2.

Editorial, Cinematic

Low-key / chiaroscuro

Luxury Fashion Houses, Fashion