Dsquared2 is revisiting its own archive for the launch of the Roxy Bag, placing the new accessory inside a campaign that mixes Western references with early 2000s glamour.
The campaign stars Bad Gyal and Noah Brown, with Dean and Dan Caten also appearing in the imagery. Shot by Hugo Comte, the visuals move between a dusty Americana mood and the streets of Barcelona, giving the bag a setting that feels part cowboy fantasy, part celebrity street style.
At the centre of the story is the Roxy Bag, a slim shoulder style with a slightly elongated shape, double strap detailing and prominent metal buckles. The design is offered in different finishes, including calf leather, glossy naplack and metallic laminated leather, giving the same silhouette several very different personalities.
An Archive Reference Reworked for Now
The Roxy is not simply following the current Western trend.
Its design draws from Dsquared2’s Spring/Summer 2006 collection, bringing one of the house’s earlier accessories back into conversation with the present. Even the logo treatment references the archive, reinforcing the sense that this is a revival rather than a completely new visual language.
That makes Bad Gyal an especially strong casting choice.
Her style already sits comfortably between Y2K excess, club culture and high-glam attitude, so the campaign feels less like a celebrity placement and more like an extension of the bag’s personality.
The result is a launch that feels very specific to Dsquared2: nostalgic without being sentimental, playful without losing polish, and built around the kind of bold accessory that is meant to be noticed.
The Roxy Bag is currently priced at $990 on Dsquared2’s US site.
