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<p><em>Internet sensation Bách brings authenticity to DSQUARED2’s “Icon New Generation” shoot, lensed by Giampaolo Sgura</em></p>
<p><strong><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-108652" src="https://backend.daman.co.id/wp-content/uploads/2025/04/475895162_17919155802050658_3098064993388555784_n.jpeg" alt="" width="1440" height="1800" srcset="https://backend.daman.co.id/wp-content/uploads/2025/04/475895162_17919155802050658_3098064993388555784_n.jpeg 1440w, https://backend.daman.co.id/wp-content/uploads/2025/04/475895162_17919155802050658_3098064993388555784_n-240x300.jpeg 240w, https://backend.daman.co.id/wp-content/uploads/2025/04/475895162_17919155802050658_3098064993388555784_n-819x1024.jpeg 819w, https://backend.daman.co.id/wp-content/uploads/2025/04/475895162_17919155802050658_3098064993388555784_n-768x960.jpeg 768w, https://backend.daman.co.id/wp-content/uploads/2025/04/475895162_17919155802050658_3098064993388555784_n-1229x1536.jpeg 1229w" sizes="(max-width: 1440px) 100vw, 1440px" /></strong><strong>Dsquared2</strong> bridges the gap between the digital and fashion worlds with its “Icon New Generation” campaign, capturing the spirit of today’s youth. At its center is rising internet personality Bách, a self-made icon of the digital age. This campaign embraces the concept of self-filming, with Bách capturing himself on a camcorder—though, in reality, Italian photographer Giampaolo Sgura was on hand to capture the action. The campaign highlights a contemporary wardrobe featuring utility vests, chinos, cargo shorts and Dsquared2’s signature Icon briefs.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-108653" src="https://backend.daman.co.id/wp-content/uploads/2025/04/475943875_17919155718050658_8935110794380181247_n.jpeg" alt="" width="1440" height="1800" srcset="https://backend.daman.co.id/wp-content/uploads/2025/04/475943875_17919155718050658_8935110794380181247_n.jpeg 1440w, https://backend.daman.co.id/wp-content/uploads/2025/04/475943875_17919155718050658_8935110794380181247_n-240x300.jpeg 240w, https://backend.daman.co.id/wp-content/uploads/2025/04/475943875_17919155718050658_8935110794380181247_n-819x1024.jpeg 819w, https://backend.daman.co.id/wp-content/uploads/2025/04/475943875_17919155718050658_8935110794380181247_n-768x960.jpeg 768w, https://backend.daman.co.id/wp-content/uploads/2025/04/475943875_17919155718050658_8935110794380181247_n-1229x1536.jpeg 1229w" sizes="(max-width: 1440px) 100vw, 1440px" /></p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-108654" src="https://backend.daman.co.id/wp-content/uploads/2025/04/476032977_17919155811050658_2722439220913151979_n.jpeg" alt="" width="1440" height="1799" srcset="https://backend.daman.co.id/wp-content/uploads/2025/04/476032977_17919155811050658_2722439220913151979_n.jpeg 1440w, https://backend.daman.co.id/wp-content/uploads/2025/04/476032977_17919155811050658_2722439220913151979_n-240x300.jpeg 240w, https://backend.daman.co.id/wp-content/uploads/2025/04/476032977_17919155811050658_2722439220913151979_n-820x1024.jpeg 820w, https://backend.daman.co.id/wp-content/uploads/2025/04/476032977_17919155811050658_2722439220913151979_n-768x959.jpeg 768w, https://backend.daman.co.id/wp-content/uploads/2025/04/476032977_17919155811050658_2722439220913151979_n-1229x1536.jpeg 1229w" sizes="(max-width: 1440px) 100vw, 1440px" /></p>
<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/reel/DFpVkkto7cv/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14">
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<div style="color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">View this post on Instagram</div>
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<p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;"><a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;" href="https://www.instagram.com/reel/DFpVkkto7cv/?utm_source=ig_embed&amp;utm_campaign=loading" target="_blank" rel="noopener">A post shared by DSQUARED2 &#8211; Dean &amp; Dan Caten (@dsquared2)</a></p>
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<p><script async src="//www.instagram.com/embed.js"></script></p>


Bách stars in DSQUARED2’s “Icon New Generation” campaign

Bách,

DSquared2