Dsquared2 puts founders Dean and Dan Caten front and centre in 'Back to the Roots'

Dsquared2, the brand founded by Canadian twins Dean and Dan Caten, has unveiled a new advertising campaign, 'Back to the Roots', built around its founders and creative directors, according to a press release.

The campaign is conceived as a family photo album. Through a sequence of intimate photographs, it traces the Caten twins from childhood to the present day, showing the brothers side by side.

Rather than presenting a collection, the campaign focuses on the twins' own story. According to the brand, the pair were born into a large, modest family and built a global fashion business from the ground up, with their bond as brothers at the centre of that journey. The portraits trace that connection back to the years before Dsquared2 was founded.

"We wanted this campaign to reflect who we truly are, which is why we chose deeply personal photographs," said Dean and Dan Caten, who describe it as a tribute to the past and a promise for the future.

More than 30 years after founding the brand, the creative directors frame the campaign less as an exercise in nostalgia than as a look back that lets them move forward with the same approach that has defined them from the start.