The fashion label DSquared was founded in 1991 by Canadian identical twin brothers Dean and Dan Caten. The brothers decided that they wanted to relocate to an area which was more vibrant, fashion orientated and inspirational and therefore relocated to Milan to work on their designs and launch the brand. They showcased their men’s collection in 1994 which was very successful and in 2003, they felt confident that the DSquared style could transcend into women’s fashion and launched a women’s collection and also a men’s underwear collection. DSquared Eyewear is a new range launched in 2009 which comprises of men’s, ladies and unisex style sunglasses. Like the other collections, the style is very much bold and statement and designed to be noticed and worn with attitude.

DSquared is renowned for its highly energetic and impactful fashion shows that convey energy, innovation and sex appeal which is a general theme of the brand as a whole. A runway show in 2005 for example, ended with pop singer Christina Aguilera stripping male models of their clothes and in September 2007, the DSquared fashion show in Milan featured R&B singer Rihanna elaborately entering the stage in an American muscle car which was then followed by a runway walk presenting the collection. The DSquared catwalk shows are always the talk of Fashion Week and these are designers who dare to be bold and are always striving to create the next step in fashion as opposed to following.

DSquared sunglasses take much inspiration from the 1970s hip-hop culture and can therefore be described as very retro in appearance. Most of the designs are oversized but the brand experiments with different variations of the oversized look to create a completely different dynamic for each style. DSquared uses elements such as colour, shape and theme which ultimately makes one oversized style completely different from the next. One distinctive design choice which is evident in most of the sunglasses is the use of contrasting colours. Some of the designs feature a strong colour at the top half of the frame for example and a contrasting or transparent colour on the lower section. A selection of the men’s frames also vary between softer edge frames and in direct contrast, frames that incorporate sharp angles for a defined and statement look.

The DSquared sunglasses for ladies include dramatically oversized frames that are perfect for a high fashion look with angular and wide frames and big rounded lenses, which definitely adds a strong sense of glamour. Some are also slightly more sports orientated and incorporate more of a wraparound style but with the outside edges angled outwards to keep the look chic and sophisticated. The colours tend to be warm with the use of autumnal tones such as red and deep brown as well as brown and bronze tortoiseshell patterns. Knowing that classic black is a staple and highly versatile colour that never goes out of fashion, many of the sunglasses also feature black frames.

DSquared is a brand that coveys self confidence and is geared towards those who like to make a bold style statement and revel in the theme of exaggeration and drama. Celebrity fans of the DSquared brand include Naomi Campbell, Jennifer Lopez and Jessica Simpson, all of whom are renowned for their diva-esque style and personality!

DSquared is definitely the brand to be wearing into 2010!