Bad Gyal Stars in Dsquared2's New Campaign
Featuring the Roxy Bag in all its Y2K glamor.
Dsquared2 introduced its latest statement accessory, the Roxy Bag, with a new campaign that brings together Western fantasy, early-2000s celebrity culture and the chaos of city life.
Photographed by Hugo Comte, the campaign stars brand ambassador Bad Gyal alongside model Noah Brown, with Dsquared2 founders Dean and Dan Caten making a cameo. Moving between dusty Wild West landscapes and the streets of Barcelona, the imagery channels the kind of paparazzi-fuelled glamor that made the early aughts so iconic.
At the center of it all is the Roxy Bag, which takes its cues from cowboy culture without going full costume. Saddle-inspired leather, chunky buckles and elongated straps are reworked into a sharper, more body-conscious silhouette, with harness-like details designed to wrap around the wearer.
The bag also looks back to Dsquared2’s own history, drawing inspiration from its Spring/Summer 2006 collection. Even the logo’s typeface comes directly from an archival piece personally selected by the founders. The result is a distinctly Dsquared2 mix of Americana, sex appeal and celebrity spectacle, the kind of accessory that feels designed to be spotted.
Take a look at the campaign above and head to the brand’s website to shop the new accessory.
In other news, check out the biggest runway trends from the SS27 runways.
