The scene is set; a violin string crescendo plays to a vision of unsettling psychological tension; the protagonist looks at his mirrored reflection with a haunted gaze. Something is not quite right, and yet before we have time to reconsider we are jilted forward to the next tableau; a disorientating montage of mirrors from which emerges a vampy, panther-like ‘Glamazon’.
The backdrop may have the controlled retro-feel of film noir but the clothes are distinctly contemporary as they come straight from the Dsquared2 Spring/Summer 2013 catwalk show.
Style here comes decidedly nipped in tight; bound up laced corsets are paired with stream-lined high-wasted hot pants, slinky evening dresses are supported by skyscraper bondage stilettos, while reams of pearls and gold chains add to the finishing touch giving the look a more-is-more luxe.
For the classic, yet always punky Dsquared2 man, his skinny tailoring comes accessorized with mirrored glasses, while his suit-wear is offset by touches of denim, leopard skin and studs.
The campaign is a nod to Hitchcock; there’s a touch of terror, albeit the pleasing kind, an icy blond and a final twist that keeps you guessing….or have you already worked it out?
“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.