DSquared2’s advertising campaign for this spring summer is unconventionally dark for the season with no customary turquoises or yellows or neutrals in sight. Black. White. Red. The images convey a feeling, the idea of a brand, the collections are hinted at but what comes across clearly is the message of a fashion zeitgeist created by the twin brothers Dean and Dan Caten. It’s rebellious, it’s exquisite, it’s ‘bad’, it’s extraordinarily crafted.
The design team behind this luxury brand has won a number of distinguished awards and designed for the coolest rock stars around, from Lenny Kravitz to Madonna, Justin Timberlake to Robbie Williams, Rihanna, Britney, Fergie, Christina Aguilera…and the list goes on in a veritable who’s who of music that matters today! Their creativity has also been tapped by world famous football teams such as Juventus F.C. for on-field uniforms as well as off-field outfits for the players of the venerable Barcelona Futbol Club, undeniably one of the world’s best football teams!
Without a doubt, Dean and Dan Caten’s cool quotient is sky high as their friendships and collaborations with contemporary royalty shows, but without strong foundations in design and a deep understanding of the construction of clothes, not to mention a maniacal attention to minutiae, the uber-cool DSquared2 would not exist. Born in Ontario, Canada the duo moved to New York city to study at the Parson’s School of Design and subsequently went on to hone their craft at the design divisions of some of the most important international fashion labels before establishing their own eponymous maison in 1994.
Go for a liberal dose of chic rebellion!
Their magic lies in capturing that delicate balance between the completely raffish and unabashedly sexy with meticulous construction, sophisticated design and rigorous Italian tailoring techniques. The women’s collection this spring is inspired by the Glamazons of the 90’s, those super models who became icons in their own time; leather, patent leather and lace abound, as well as denim and python skin in structured mini-dresses, Marlon Brando inspired caps, biker jackets and mile high heels with a rock couture edge. The men’s collection shares the same optical black and white palette as well as that rock couture edge enriched with miles of black necklaces, studs and the occasional black orchid adorns cuffs and accessories to stunning effect.
DSquared2 has gone where high fashion never dared to tread before and Dan and Dean Caten have effectively re-invented a genre and deservedly are hailed as two of today’s most original designers!