DSQUARED2 SS24 Campaign

Exploring the unique intersection of adult entertainment and high fashion, the SS24 Campaign by DSQUARED2 takes a dive into the nostalgia of the 1990s porn industry, with the San Fernando Valley serving as the backdrop. Directed by Nadia Lee Cohen for DSQUARED2, known for their provocative and boundary-pushing campaigns, this one aims to replicate the era’s ambiance and raw authenticity, setting the stage for a project that blurs the lines between different forms of entertainment and artistry.

The campaign’s character is touched up by the decision to give actors their lines only on the morning of the shoot, mirroring the spontaneous and often improvisational nature of adult film sets from the 90s. This approach led to a delivery that was intentionally clunky and deadpan, embracing the imperfections and mistakes as part of the charm and character of the project. The inclusion of the set’s edges, visible crew, and even the wandering dogs in the background further adds to the immersive experience of the campaign, creating a sense of being on an actual film set from that era.

The dialogue, crafted by David Owen of IDEA Books, injects the campaign with a layer of “stupid, nonsensical brilliance,” complementing the visual aesthetic with humor and wit. The casting choices, including Nataša Vojnović and Tony Ward, bring a depth of experience and an authentic connection to the era being replicated. As Nadia herselfsays, Vojnović’s energy and unique accent, along with Ward’s iconic status and connection to Los Angeles culture, contribute significantly to the campaign’s narrative and overall impact.