Dsquared2 Unleashes the Roxy Bag With Bad Gyal, Noah Brown & Y2K Rodeo Chaos

Cowboy Buckles, Paparazzi Chaos and One Bag Built to Be Seen

Dsquared2 unleashes the Roxy Bag! The house’s newest statement accessory lands with exactly the kind of fashion-world commotion you would expect from Dean and Dan Caten: cowboy hardware, early-2000s celebrity chaos and a campaign that refuses to sit quietly in the corner.

Photographed by Hugo Comte, the campaign stars Dsquared2 Global Brand Ambassador Bad Gyal alongside model Noah Brown, with founders Dean and Dan Caten dropping into the story themselves. The imagery jumps between Western fantasy and city-life reality, pulling from the spirit of Dsquared2’s Spring/Summer 2006 collection and the paparazzi-fueled energy of the early aughts.

The Roxy Raids Dsquared2’s Own Wild-West Archive

The bag itself takes the house’s obsession with Americana and compresses it into one sharp little silhouette. Dsquared2’s official product details call out calf leather, twin belt-inspired straps, distressed treatments and metal buckle hardware, with the compact elongated shape measuring 12 by 28 by 6 centimeters and made in Italy.

That explains why the Roxy reads less like a polite new handbag and more like somebody cut up the best cowboy belt in the room and made it fashion. Even the campaign’s styling keeps that tension going: polished enough to be luxury, rough enough to feel lived-in, and very aware of the brand’s own archive.

Bad Gyal and Noah Brown Turn the Launch Into a Story

And this is where the casting earns its keep. Bad Gyal and Noah Brown give the Roxy a whole world instead of simply holding it up for the camera. Comte’s campaign shifts from dusty Western fantasy to the pulse of Barcelona, with paparazzi-style images that make the pair look caught mid-scene rather than placed inside a standard accessories ad.

That early-2000s reference is not hiding in the background, either. It is part of the campaign’s entire engine: celebrity culture, movement, flash, spectacle and the idea that the bag is supposed to be noticed while everything around it is happening at once. Very Dsquared2. Very much not interested in whispering.

The Catens even make their own cameo alongside Bad Gyal, giving the campaign one more wink before the Roxy rides off with the attention. Scroll through more from Hugo Comte’s shoot below.

Inside Dsquared2’s Roxy Bag Campaign by Hugo Comte

Dsquared2 Roxy Bag campaign imagery. Photos: Hugo Comte.