Impossible to miss the
DSquared2 haute couture house ! Each year,
the DSquared2 brand , the fruit of the talent of two Canadian twin brothers, is talked about for its eccentricity and elegance. The designers have conquered the hearts of stars, revolutionized men's ready-to-wear and made us dream with fashion shows out of the ordinary.
How the DSquared2 brand became essential in fashion? Discover the universe of this duo of crazy and gifted creators who seduce many celebrities.
Dsquared:The story of a successful fashion house
The Dsquared2 brand is first of all a family story as often in the world of fashion. It all starts with the twins of the Caten family born in Toronto:Dean and Dan. The two brothers began in the 80s by settling in New York to join the famous school of Design
Parson’s school of design . It is there that they will begin to reach their dream with their fingertips by tackling sportswear fashion that they revisit from A to Z by putting their personal touches and their urban and electro inspirations. Very quickly spotted by professionals, they will take care of the Sportswear line at
Port Internationals . They will experience their first success there, skilfully distinguishing themselves through their quirky work and their
avant-garde vision of sportswear. When Port International finally filed for bankruptcy, the two brothers decided to create their brand in Toronto and once again stood out thanks to the originality and eccentricity of their fashion shows. The models are dressed as cats and dance outside the catwalks. The shows are anything but traditional. Fantasy is in the spotlight. The twins who dream of making themselves known internationally, will then choose to put their suitcases in Italy in 1991 and try everything for everything because at that time they do not even speak French. Italian language.Surprised by the lack of supply for the
men's ready-to-wear collections in Italy, they then chose to create their own men's brand in Milan. The first three years there are tough because no one trusts them, they don't have enough money and are even forced to scroll through their friends to showcase their collections. But their work will eventually pay off since
in 1994, they created the DSquared brand .
DSquared:a new vision of men's fashion
Men's collections largely inspired by urban fashion, pop and hip-hop culture and theater create a new universe of their own. Their high-end ready-to-wear is a new style of
sportswear chic .
DSquared men, the first men's collection reveals to us a man who is as precious as he is sexy and virile. He takes care of himself and his image. It fully assumes as such with an ounce of provocation. DSquared2 looks are elegant and chic. There is a complete range for men with clothes for everyday life:shoes, shirts, jeans, underwear, etc. Designers want to stand out and want their collections not only to be noticed during parades. They want to see them worn in the streets. Jeans, the basis of
streetwear looks is also very present in their collection. It is a kind of new alternative luxury for streetwear looks with a very strong image of meaning for the man of the time. Great attention is paid to the details, the cut and the finishes of the models. Nothing is left to chance and you can perfectly feel the inspiration of Italian fashion mixed with the Canadian style of the two designers.
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How the DSquared brand became the stars' favorite brand
The mix of impertinence and extravagance of the duo will allow them to be noticed by all of Hollywood thanks to carefully crafted stagings that fit perfectly with their extravagant and chic image.
In 2003, the ambitious duo will sign a contract with the brand of jeans Diesel for this time to propose a collection no longer for men but for women which will be called "Fun and Sexy". Big publicity stunt for the creators who will end their show with a sulphurous striptease by singer Christina Aguilera . Journalists and personalities take over the event and the name of the two Canadian brothers will make the headlines for several weeks.
There followed a large number of orders from people. The biggest stars of the moment in the field of modeling, cinema and song are starting to wear DSquared2 creations . The brand seduces Naomi Campbell, Madonna, Lenny Kravitz, Karl lagerfeld, Britney Spears, Ryhanna, Beyoncé and many others. This marks the start of international sales.
Always surprising, the brand has collaborated with the world of football by making the outfits of Juventus of Turin and FC Barcelona for several seasons. Today, the brand has established itself as an essential haute couture house as well in the men's and women's ready-to-wear collections. In France, more than 80 shops offer DSquared2 items. You can also find them at Galeries Lafayette. The two Caten brothers have not finished surprising us!
