Dsquared2 Presents “Back to the Roots”
by Adriano Batista
Dsquared2 has unveiled its new advertising campaign, Back to the Roots, a photographic journey into the origins of Dean and Dan Caten. For the first time, the brand strips everything back to pure emotion, celebrating its founders through a sequence of intimate photographs that trace their lives from childhood to the present day. Simple images capture the twins smiling, embracing, and standing side by side.
Rather than telling the story of a collection, the campaign tells a story of resilience. Born into a large, humble family, Dean and Dan faced a life that offered no shortcuts, building a global fashion brand from the ground up. At the heart of that journey has always been their bond as brothers. The portraits capture that connection, taking the viewer back to where it all began, long before the rise of Dsquared2.
“We wanted this campaign to reflect who we truly are, which is why we chose deeply personal photographs that genuinely represent us,” said Dean and Dan Caten. “Dsquared2 would never have existed without the unwavering support we’ve given each other since we were kids. This campaign is our tribute to the past and our promise for the future.”
More than thirty years after founding the brand, the Creative Directors reveal their most authentic selves. The return to their roots is not an exercise in nostalgia but one of awareness, a look back at where everything began, allowing them to move forward with the same authenticity that has defined them from the start. Check it out below:
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Dsquared2 Presents “Back to the Roots”
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