The most iconic fashion shows in Dsquared2's history

At the dawn of its thirtieth anniversary, Dsquared2, the brand founded by Canadian twin brothers of Italian descent, Dean and Dan Caten, is preparing to celebrate its milestone with a fashion show on Tuesday, February 25, the first day of Milan Fashion Week. To kick off this Milanese fashion week dedicated to the FW25 collection, the brand’s creative directors have decided to stage a show designed to celebrate three decades of one of the most influential brands of the 2000s, a pioneer of the Y2K aesthetic. After all, Dsquared2 has built its identity on a bold and unconventional aesthetic, characterized by eccentric layering and an unmistakable mix of styles: from country to casual, to tailored and pop details, without forgetting the sensual charge that has always been part of its DNA. Throughout its history, the brand has produced iconic shows, leaving a mark not only on fashion history but also on collective memory. So, to celebrate these past 30 years of career, here is a list of Dsquared2’s most iconic fashion shows.

Spring Summer 2003

During Milan Fashion Week, Dsquared2 presented the SS 2003 collection in a striking setting: the runway was transformed into the landing strip of a private jet. Opening the show was the extraordinary Naomi Campbell, who appeared in a flowing green cape, a minimal yet sensual white top, and ultra-short shorts, perfectly embodying Dsquared2’s bold and sexy spirit. In a theatrical gesture, she threw branded shopping bags to the flight attendants before casually turning around and strutting down the runway with her signature walk. An iconic detail was her hat, which prominently displayed the phrase “24/7 Star”, a perfect declaration of intent for a brand that celebrates sex appeal and limitless spectacle. The show was not just a celebration of the brand’s glam-rock and provocative style but also cemented Dean and Dan Caten’s reputation as experts in entertainment and fashion show production.

Spring Summer 2005

The fame of the twin designers and their brand grew even further with the SS 2005 menswear collection, presented in Milan in a setting that recreated an apartment filled with young men drinking, dancing, and partying at a bachelor party for an unspecified “Dick.” At one point, Christina Aguilera appeared on the runway, wearing a micro leather dress with a plunging back neckline. The pop star delivered an unforgettable moment: first, she pulled down a model’s pants, leaving him in his underwear; then, she playfully spanked another, and finally, she sat on the lap of a third. As Tim Blanks noted in his Vogue Runway review at the time: “The show was an excuse to dress a group of groomsmen in outfits suitable for every scenario, from a football game to a stripper’s visit.” For industry insiders of the time, SS 2005 was a turning point, cementing Dsquared2 as an irreverent and daring brand, capable of blending provocation and entertainment. Reviews of the show stated: “The Caten brothers’ strength remains their ability to never take themselves too seriously. The wordplay hidden on T-shirts, sweatshirts, and boxers always brings a smile. They are, in the end, the comedians of Milanese fashion.”

Fall Winter 2006

What is more 2006 than Paris Hilton? Nothing. So, for the FW 2006 show, Dean and Dan Caten brought to the stage an exaggerated, opulent, and flamboyant aristocracy, a Dsquared2 take on the 1%, featuring tailored cuts and elegant menswear suits where classic trousers were replaced by jeans, all topped off with top hats. A bold and provocative fusion. However, the moment that made this show unforgettable was the final appearance of Brittany Murphy, the American actress (known for Girl, Interrupted and Clueless), who passed away in 2009. Murphy walked the runway perfectly embodying the collection’s concept, mesmerizing the audience with her magnetic gaze before being joined by the twin designers for the grand finale.

Spring Summer 2008

The roar of an engine, an American muscle car, and the queen of R&B, Rihanna. That’s how Dsquared2’s SS 2008 show began. A chauffeur in a tuxedo elegantly helped the singer step out of the car, while the setting evoked an industrial, raw mechanic’s garage populated by shirtless male models. Rihanna, fresh off the global success of "Umbrella," wore a black slip dress that, as Vogue Runway noted, “for a 9 AM show, was an abundant dose of sensuality.” The collection’s theme revolved around party girls and the mechanics who adore them, featuring scenic details such as crystal-embellished plunging necklines on halter mini dresses.

Fall Winter 2010

The FW 2010 Dsquared2 show opened spectacularly with Bill Kaulitz, the frontman of Tokio Hotel. The singer descended from the ceiling inside a metal cage, setting a dark and gothic atmosphere perfectly aligned with the brand’s rock aesthetic. The collection celebrated a mix of punk, dark, and tailored elements, making it one of Dsquared2’s most theatrical shows. Held at Milan’s Scuola Militare Teulié, the runway saw Kaulitz strut in a dramatic outfit featuring black feathers and leather details, flanked by models dressed as hockey players. The event—complete with hordes of screaming fans outside—further solidified Dsquared2’s reputation for bold and innovative presentations, reaffirming its status as a brand beloved by the stars of the time.

Fall Winter 2015

To celebrate twenty years since the launch of its first menswear collection, Dean and Dan organized a fashion show on January 17, 2015, at Hangar Bicocca in Milan, beneath the famous artwork Seven Heavenly Palaces by German artist Anselm Kiefer. During the event, the brand’s most iconic pieces were showcased on the runway, enriched and reinterpreted with refined cuts and finishes. The collection featured elements such as oversized parkas with canvas details, coyote-lined vests, oil-treated and glossy fabrics, studded leather jackets, rubberized outerwear, and neon wool coats. With over two thousand guests in attendance—including Paris Hilton, seated next to Riccardo Scamarcio, and some of the most sought-after top models—the show concluded with a surprising live performance by Mary J. Blige, who sang U2’s "One" while walking down the runway, reinforcing the brand’s deep connection with the worlds of music and celebrity culture.

Spring Summer 2024

In 2023, the SS 2024 show took place in a setting that resembled a penthouse overlooking Miami Beach, where a “hot” encounter was staged between Rocco Siffredi and Julia Fox, as they pretended to shoot a pornographic film on a four-poster bed, barely visible behind a screen. The entire scene was infused with irony, turning vulgarity into scandalous entertainment. The sequence began with Julia Fox stepping onto the runway in a white lace babydoll with frills and ruffles, igniting enthusiasm from the audience. However, the most talked-about moment came at the end when Rocco Siffredi appeared on the runway, unbuttoning his blue jacket to reveal a red T-shirt with the acronym “V.I.P.” — Very Important Penis. He then pulled down his trousers, seemingly about to strip completely, before pausing with a cheeky hand gesture that playfully suggested “Not here.”