Dsquared2 celebrates 25 years by opening Milan men’s fashion

Dsquared2 celebrates 25 years by opening Milan men’s fashion

“We believe in the creative explosion of the city and in the work of Cnmi”. This is how Dean and Dan Caten anticipated the choice to start the January fashion week. The défilé co-ed of the fall-winter 2020 is scheduled for January 10th

 

Milan men’s fashion in January will start with the great celebratory show for the 25th anniversary of Dsquared2. It will therefore be one of the strongest seasons for at least a decade, since it was opened by the big event of the twins Dean and Dan Caten and closed by Gucci which, as announced in preview by MFF, will be held on January 14th, going to occupy Tuesday, the day that had been empty for years.

The appointment with the Canadian creative duo is for the evening of Friday 10 January with a fashion show co-ed in which there will be no significant surprises, to which the two creatives are still working. To announce it exclusively at MFF were the leaders of the fashion house. “2020 represents for us and for Dsquared2 an important goal but also a starting point for the future and the evolution of the brand”, Dean and Dan Caten explained to MFF. «The decision to parade co-ed allows us to combine our creativity. We still like the formula and it allows us to have a double vision of the collection, which is more stimulating. Men and women live the same story that is told through the collections », the Canadian creatives explained to MFF.

 

Born in Willowdale, in the Canadian province of Ontario, the two moved to New York in 1983 to attend Parson’s School of Design. Eight years later they landed in Italy, the original land of their father, where after several collaborations with big luxury brands, in 1995 they decided to launch the first men’s collection with the Dsquared2 brand. “It is an anniversary that makes us even more aware of what we have built over the years, of what we are today and projects us to our future”, the designers continued. The brand has a turnover of 240 million in 2018 (+ 5%), the label’s sales points are today 85 among Dos-directly operated stores, partnership stores and shop-in-shop. There will be 4-5 new single-brand openings managed by commercial partners in 2020.

“We are very proud to open Milano Moda Uomo with the celebratory show of 25 years, we thank Carlo Capasa and Camera della Moda for always supporting our choices and offering this space,” the designers emphasized. Thus the consortium of Italian fashion houses that demonstrated their support for the Cnmi project, the city of Milan and its men’s fashion week is consolidated, confirming the excellent teamwork that led to the success of the Milan edition September women’s fashion, opened by Prada and closed by Gucci.

 

 

A Dsquared2 pre-2019 campaign image

“We believe in the Milan fashion system, as indeed in the creative explosion of the city itself, for us a second home,” they added. In fact, from the city of Milan, the business has grown solid and consistent. In 2002 the production license arrived with RenzoRosso’s international staff (worldwide exclusive authorized licensee for men and women ready to wear products), in 2003 the first women’s collection, in 2006 the perfume and fragrance debut and the partnership with Juventus, in 2012 beachwear and underwear and childrenwear in 2013. Also in 2013 was the opening of Ceresio 7 Pools and Restaurants, coinciding with the opening of the new headquarters, the first step for the gentrification of the Sarpi-Monumental area, followed in the years of the inauguration of a gym and spa and a guest house.

The January fashion show will mark an important anniversary, to be read but with an eye to the future. “Our work and our thinking, with respect to style and fashion in general, are constantly evolving without ever losing sight of our origins, our DNA. The strength and vision of the brand are born from our bond, unquestionably so strong that it has defined the stylistic codes “, they concluded.