DSQUARED² Spring/Summer 2010 Goes Live!

Last week I posted several articles on DSQUARED², an avantguarde label from Canada that has spread quickly around the world.

Meanwhile, a video of the DSQUARED² Spring/Summer 2010 collection has just gone live!

Inspired by the thriller film “American Gigolò,” the collection presents a sexy range of exquisite taste in men’s clothing.

Rather than allowing today’s gentleman to fall into a frumpy, degenerate state like the protagonist in the 1980 film, DSQUARED² redeems his honor and without an alibi!

Video Copyright DSQUARED².

Photo Copyright DSQUARED², Courtesy Fashion Times.

DSQUARED²—the Beginnings

Canadian twin brothers from Willowdale Ontario, Dean and Dan Caten have operated in the international fashion business since 1984.

They moved to New York City on 1983 to attend the Parson’s School of Design and on 1991 came to Italy where, on 1994, after many collaborations with the most important fashion houses, they had their first men’s collection show, marking the first in a long succession of runway extravaganzas that were to capture the attention of journalists and buyers for their perfect combination of fashion, music and theater.

The intelligent mix of irreverent Canadian wit and refined Italian tailoring, together with attention to detail are the foundation of today’s DSQUARED philosophy, which has given life to a unique concept of alternative luxury.

Recently, DSQUARED² collections have conquered a wider audience and, owing to their natural stylistic maturity, have become more chic and sophisticated while maintaining those sexy and provocative traits so embedded in their creative roots.

This evolution is also due to the continuous international inspiration received by Dean and Dan, who, while dividing their life and work between Milan and London, create their collections in Italy: “Born in Canada, living in London, made in Italy”.

Photo & text Copyright DSQUARED2.

“Aseptic Chic” by DSQUARED²

Milan, June 10th 2010. The F/W 2010 DSQUARED2 advertising campaign is once again brought to life by Mert Alas & Marcus Piggot’s impeccable shots.

Nudity observes and discloses the natural essence of fashion: the human body is the aseptic inspiration for the Caten twins.

The atmosphere is cold inside the modern anatomy lab, recalling a series of clinical experiments.

The models are imprisoned inside crystal cabins, similar to cooling cells that preserve and emphasize the importance of each look.

The aggressive and inexpressive woman is coloured almost monochromaticlaly, balanced by an alternating palette of black and white; opposition, however, is represented by slips, latex gloves and shocking red lips.

Ultra skinny leather dresses clothe the DSQUARED2 woman, as she is wearing shoes and high “spinal” heels. Cotton hockey shirts and dark jeans are worn by the DSQUARED2 man, though he sometimes experiments bare-chested.

He is strong and severe, but is still imprisoned: a concept that synergizes the F/W 2010 DSQUARED2 theme, and is one that hints at Damien Hirst’s art style.

DSQUARED2 eyewear also strictly follows Dean & Dan Caten’s concept, showing big, severe, rigid and geometric shapes.

Metal details and stylized squaring serve to emphasize their intensity.

Credits:
Photo: Mert Alas & Marcus Piggot
Art Direction: Giovanni Bianco
Styling: Camilla Nickerson
Hair: Garren Makeup: Charlotte Tilbury

Photo & text Copyright DSQUARED2.