The Fall 2012 Dsquared² advertising campaign is an ode to the 1960’s teen rebellion: Beatles mania and the growing restlessness and defiance of a new generation struggling to break free from the iron fist of post-war values.
The dance between teenage angst and conformity clashes and sparkles, inspiring the latest FW12/13 collection and ad campaign.
Conceived through the creative lenses of Mert Alas & Marcus Piggott and shot at the charismatic Ragged School Museum, this advertising campaign features the talent and beauty of models Benedikt Angerer, Simon Van Meervenne, Liuk Bass, Ralf Javoiss, Daphne Groeneveld, Frida Aasen and Bette Franke whom all played up-to-no-good high-school students. Additional cast includes Eric and Joan Ribera as ‘butlers’ and Ratka Mayor as ‘the teacher’. Dsquared²’s trademark tough-in-cheek, paradoxical appeal is further emphasized by the rambunctious and happy-go-lucky 1960’s pop tune ‘The Clapping Song’ by Shirley Ellis, which created the perfect audio and visual union.
In addition to edgy visuals, playful editing and the unveiling of a captivating collection, the advertising campaign also ends with an unexpectedly comical twist that is only befitting for a brand like Dsquared², beloved for its unapologetically radical and humorous appeal.
Watch the video here: