Dsquared2: Between Glamour and Controversy, the Dark Side of a Beloved Brand

Exploring the allure and controversies surrounding Dsquared2, we've found two emblematic examples that embody the challenges and discussions raised by the brand.

First, the case of the Autumn-Winter 2015 collection, promoted with the hashtag #Dsquaw, which sparked a wave of criticism. The use of the term "Squaw," considered derogatory towards Indigenous women, and the depiction of models in garments mimicking Indigenous designs generated accusations of cultural appropriation and insensitivity. Despite the stated intention to pay homage to Canada's Indigenous tribes, public reaction was strongly negative, culminating in a public apology from Dsquared2 founders Dean and Dan Caten after a year of silence. NOW Toronto

Another controversial moment occurred in 2018 with the launch of the so-called "weed heels," high heels decorated with marijuana leaves. This design choice sparked heated debates about whether it was a bold fashion statement or a disaster, with opinions divided between those who appreciated the irreverence of the design and those who criticized it for promoting drug-related stereotypes. In this case too, Dsquared2 defended the choice as a playful reference to the founders' Canadian roots, despite criticism from various quarters. The Cannabis Watcher

These episodes reflect the "dark side" of Dsquared2, highlighting how the brand's creative audacity can sometimes translate into controversial choices. Nevertheless, the continued popularity and recognition of the quality of their products indicate that the brand maintains a loyal core of admirers who value its ability to push fashion boundaries, emphasizing the complex relationship between creativity, culture, and public sensitivity.