DSQUARED2 SS24 Campaign: When Fashion Meets Porn Movies

If there’s one thing DSQUARED2 knows how to do in an incredibly fun way, it’s to provoke, but without malice. Known for this, the Caten brothers take their provocative approach one step further with their Spring/Summer 2024 campaign. Under the direction of director and photographer Nadia Lee Cohen, the brand dives into the adult film industry, exploring the nostalgia of the 90s.

“What happens when you ask porn stars to perform?” Cohen tackles this question with his signature approach, capturing the essence of the 1990s, when the Hollywood porn industry was at its peak. Set against the backdrop of the San Fernando Valley and divided into 4 chapters, the story features the actors behind the camera, receiving their lines on a morning of shooting etc, reflecting the improvisation and naturalness characteristic of adult film sets of that era.

The choice of Bosnian-Serbian model Nataša Vojnović and actor/model Tony Ward as the stars of the campaign adds authenticity to the iconic 90s LA aesthetic. Vojnović is filmed drinking before being called to set, sitting patiently while arranging lighting, primping etc. The presence of elements of the set, the visible crew and even wandering dogs in the background adds to the immersive experience. This unique approach reflects the authenticity of film sets from the 1990s, where spontaneity and improvisation were integral to the creative process.

IDEA Books creator David Owen joins the project as the campaign’s scriptwriter. His work along with the styling of Haley Wollens injects the provocative universe of Dsquared2 and Nadia Lee Cohen with a wit and humor atypical in the adult film industry.

DSQUARED2 SS24 campaign, with Nadia Lee Cohen’s vision, manages to capture the essence of a golden age of the American porn industry with the sophistication of Italian glamour. The Caten brothers continue to prove that fashion can be much more than just a textile show, and there can be room for fun, provocation and playfulness.

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