Madrid got a taste of Dsquared2’s Spring/Summer 2026 universe last week as the brand celebrated the launch of its new advertising campaign with an in-store cocktail at its flagship boutique on Ortega y Gasset. For a few hours, the space became a meeting point for friends of the brand, members of the press and creatives from across the city’s cultural scene. Creative directors Dean and Dan Caten were present throughout the evening, welcoming guests and introducing the new campaign in person.
As the boutique filled up, a wide range of familiar faces from Madrid’s artistic and fashion circles stopped by. Among those attending were actors Mina El Hammani, Miguel Ángel Muñoz, Alex Mandon Rey, and Fer Fraga; musicians Paula Cendejas and Ms Nina, as well as creatives such as Pablo Mas or Gonzalo Ortuño. Stylists, photographers, and industry insiders also joined the gathering, turning the evening into a relaxed moment where different creative communities intersected around the brand.
Music for the night came courtesy of DJ The Lady Snake, whose set drifted through the boutique as guests moved between conversations and the new Spring/Summer 2026 pieces. What started as a campaign launch gradually felt more like a gathering, the kind of moment where a brand steps out from behind the images and into the room with the people who shape its world. Because fashion doesn’t really live in lookbooks or campaigns alone; it lives in these exchanges, in seeing familiar faces, talking, listening, and sharing the same space for a few hours.
