The Roxy Bag brings Dsquared2’s 2006 western fantasy into the present, somewhere between cowboy codes, paparazzi flashes and the streets of Barcelona.
A dusty Wild West gives way to Barcelona, where paparazzi flashes follow Bad Gyal through streets, convenience stores and a local bar. Photographed by Hugo Comte, the new Dsquared2 campaign taps into the chaotic glamour of early 2000s celebrity culture to introduce the Roxy Bag.
The reference goes back twenty years. Dsquared2’s spring summer 2006 collection staged a western fantasy of denim, leather, cowboy boots and rodeo imagery. Roxy brings those codes into an accessory through saddle inspired leather, oversized buckles, long straps and harness details. Its logo lettering comes from an archival piece selected by Dean and Dan Caten.
Alongside model Noah Brown, Bad Gyal moves between western landscapes and everyday Barcelona. Dean and Dan Caten make a cameo, while Comte shifts between polished fashion imagery and paparazzi shots. The contrast gives the campaign its humour: cowboy leather, flash photography and a plate of calamari all belong to the same story. 
Barcelona makes the fantasy personal. Bad Gyal became Dsquared2’s first Global Brand Ambassador earlier this year, extending a relationship already visible through her stage looks and public appearances. Her presence connects the Catens’ taste for Americana and excess with a city closely associated with the artist.
–
Follow us on Instagram @veinmagazine
