THE ROXY │ STARRING BAD GYAL & NOAH BROWN

Dsquared2 introduces the Roxy Bag through a new campaign photographed by Hugo Comte, bringing together Global Brand Ambassador Bad Gyal, model Noah Brown, and Dsquared2 Founders and Creative Directors Dean and Dan Caten in a visual story that moves between the fantasy of the American West and the streets of Barcelona. The campaign opens in a cinematic Western setting, reimagining the world of Dsquared2 through a mix of rustic textures and high-glamour excess. Set inside a barn filled with hay bales and crystal chandeliers, the imagery recalls the spirit of the brand’s Spring/Summer 2006 collection, creating a provocative contrast between the raw and the refined. At the center of the story, Bad Gyal and Noah Brown embody the unapologetic energy of the setting, with the Roxy seamlessly integrated into the scene. From the ranch to the streets, the campaign shifts into a more spontaneous and voyeuristic visual language. Shot across Barcelona, the images take inspiration from early-2000s celebrity culture and paparazzi photography, following the couple through everyday moments around the city. Seen at a minimarket or moving through the streets, the pair appear as though caught in the moment rather than consciously posing for the camera. The Roxy follows them throughout, effortlessly woven into their everyday movements. The campaign also brings Dean and Dan Caten together with Bad Gyal, capturing the trio in spontaneous moments before and between outings – from exchanging gossip