Dsquared2

Sep 2024

The Icon New Generation Fall 2024 ad campaign from Dsquared2 masterfully leans into a dialogue between contemporary streetwear and retro-analog nostalgia. Under the visionary guidance of creative directors Dean and Dan Caten, the campaign finds its visual footing in the stark, clean lines of editorial minimalism. Photographer Nicoló Giovannoni captures this energy within a pristine studio environment, utilizing precise studio strobe lighting to emphasize the interplay between the collection’s textured fabrics and the raw, utilitarian aesthetic of vintage cathode-ray tube television sets. By stacking these retro monitors as centerpieces, the campaign crafts a narrative that feels both forward-thinking and deeply rooted in media-age iconography. Models Victor Perez and Dolma Lisa bring a gritty, authentic edge to the images, with their prominent tattoos providing a high-contrast juxtaposition against the monochromatic and neutral palettes of the clothing. Whether showcasing plush fleece ensembles or the brand’s signature logo-heavy black basics, the imagery remains sharp and purposeful. The result is a cohesive fashion editorial that successfully elevates the Icon collection, using the stark white backgrounds to ensure the focus remains firmly on the interplay of streetwear silhouettes and the deliberate, media-focused atmosphere that defines this latest chapter for the brand.

Editorial, Commercial

Studio strobe

Luxury Fashion Houses, Fashion