DSQUARED2 - DEAN AND DAN TALK ABOUT THE SS 13 CAMPAIGN .. SMOKE ANDMIRRORS

20 years ago we used to play around at being models. Now we are looking back to the 90s, an era that has become the theme of our collection. We asked ourselves what we were doing back then and realized we were pretending to be people we weren’t … we saw a story and went for it.”

DEAN, Co-founder Dsquared2


DEAN & DAN ON THE PROCESS:


DEAN
It’s exciting and intriguing to go to the other side of the mirror. It’s exciting having that process of makeup, clothes, hair, and then you look in the mirror and you don’t even realize it is you. The beauty is that you are somebody else that nobody knows, so you are free to be whoever you want to be.

This experience made us realize that we are not the same girls that we were 20 years ago – we are more mature. I was shocked when I saw myself again in full makeup. Now I look as if I have really ‘arrived’. I have lost that naïve, girly charisma, I am now more confident, more sophisticated and you can see that in the video.

This campaign reminded us of our journey.


DAN
It’s about being a man … being a woman… being who you need to be, what feels right for you, and what’s best for you.

Some people look in the mirror and they see themselves. Some people look in the mirror and they see a monster. Some people look in the mirror and they are not sure what they see. It’s about looking deeper… Who am I? What am I? Who do I want to be?


DAN
The makeup was crazy. First we got our faces massaged so that they became “elasticized”. Then our skin was pulled back. The key thing was to get the skin on the face tight and pulled, everything was pulled: the cheeks, our forehead and our necks were all tied and glued so that all the lines were removed.

Charlotte Tilbury did an amazing job. The full makeup session took a 2.5 hours. Another thing that surprised me was how our eyes popped with the addition of the black mascara and eyeliner.

The wigs we used were made of sheer transparent tulle at the front, so that the hairline looked as if it came straight out of our heads, leaving a real natural-looking female hairline. Oribe, who worked on the original ‘Supers’ like Linda Evangelista in the 90s, created the hairstyles so it was super to have him on board too.

DEAN
We love working with Mert & Marcus - they give everything a light edge, and they made us feel really comfortable during the shoot.

DAN
They also gave us excellent direction.

DEAN
We had such great feedback from our last video ‘The Substitute Teacher’ and realized what our fans wanted. We therefore decided to continue in a similar vein, while not forgetting our mantra has always been… let’s not push the envelope let’s tear it open! So we really went for it this time.

DEAN
Yes! And we have also added an app to compliment the campaign called ‘Deep in’ Dsquared2. Just sweep your Dsquared2 app across the print campaign and it takes you deeper into the ad, by pulling out the video right into the palm of your hand.