Dsquared2 has launched the Roxy bag with a campaign that folds Wild West fantasy into early-2000s celebrity chaos, shooting its newest accessory through a lens of paparazzi-fuelled glamour.
Photographed by Hugo Comte, the film and imagery track brand ambassador Bad Gyal alongside model Noah Brown between dusty landscapes and the streets of Barcelona, with founders Dean and Dan Caten making a cameo.
Design touches reach back into the house’s own history, drawing from its Spring/Summer 2006 archive down to the logo’s typeface, chosen by the founders from an archival piece.
It is the kind of launch that treats the bag as a character in its own drama, the campaign doing as much work as the product in fixing the piece in the mind’s eye.
The result is a distinctly Dsquared2 compound of Americana, sex appeal and spectacle, an accessory engineered to be spotted rather than merely carried.
The bag itself takes its cues from cowboy culture without falling into costume, saddle-inspired leather and chunky buckles reworked into a sharper, body-conscious silhouette wrapped with harness-like detailing.
