Skip to main content

Home Style Style Fashion

7 February 2025

See Rising star Bách in Dsquared2’s steamy Icon New Generation SS25 campaign

The collection taps into the energy of a new generation

By Aaron Pandher

Bách poses in Dsquared Icon New Generation 2025 Campaign (Image: Giampaolo Sgura)

Fashion house Dsquared2 is exploring the shifting boundaries of self-expression in the digital age with its Spring/Summer 2025 Icon New Generation campaign.

Captured by longtime collaborator Giampaolo Sgura, the campaign stars rising internet personality Bách, known for his effortlessly cool style, relatable charm, and viral dance moves.

Designed for a generation that lives online, the Icon New Generation collection redefines the brand’s signature aesthetic for a fresh, fashion-forward audience. With a mix of bold visuals, mix of old and new technology and undeniable heat, Dsquared2 shows its continued engagement with youth culture, reflecting its ever-evolving influence. 

The Campaign

Bách lies down in white open zip utility vest and chinos while filming himself with a camcorder on tripod
Bách wears Dsquared2’s utility vest and chinos (Image: Giampaolo Sgura)
Bách poses topless in Dsquared2’s black signature Icon briefs in moody shot
Bách wears Dsquared2’s signature Icon briefs (Image: Giampaolo Sgura)
Bách sits in Dsquared's black oversized t-shirt and cargo shorts while posing in front of camcorder on tripod
Bách wears Dsquared’s t-shirt and cargo shorts (Image: Giampaolo Sgura)

Leaning into Bách’s status as a digital-era icon, Dsquared2’s latest campaign plays with the creativity and indulgence of self-filming. Bách smolders into a tripod-mounted camcorder, drawing the lens in for an intimate close-up. Other shots add depth by framing the camcorder’s screen itself – shifting the focus from his face to glimpses of his body, accentuated by Dsquared2’s signature Icon briefs.

Set against a glitchy post-punk soundtrack, the visuals flicker and distort, creating a hypnotic, almost haunting take on digital desire. Blurring the lines between physical and virtual self-expression, Dsquared2 taps into the energy of a new generation. Icon New Generation has officially entered the chat.

For more information, visit dsquared2.com

Credits

Creative Direction by Dean & Dan Caten | Photo by Giampaolo Sgura @ Chris Boals Artists | Video by Gabriel Logan La Guardia | Talent: Bách

In This Article: