On the snowy mountains with DSQUARED2's FW26 campaign Between alpine landscapes, speed and AI-generated visions, the Canadian brand reimagines the winter aesthetic

With the campaign dedicated to the Fall Winter 2026 collection, Dsquared2 transforms snow-capped mountains into a stage where fashion, sport and irreverent humor converge in a story brimming with energy and provocation. Moving away from a traditional portrayal of the cold season, the Canadian brand constructs a dynamic universe populated by nonconformist characters who move between ski slopes, alpine lodges and après-ski parties, carrying their effortless, irreverent attitude wherever they go. The mountain thus becomes far more than a natural backdrop, taking on the role of a space in which to experiment with new forms of personal expression. 

Shaping this world is artist Rick Dick, who uses artificial intelligence to rework the collection's visual codes and transport them into a cinematic, surreal dimension. Rick Dick's creative approach does not merely introduce a technological element into fashion communication, but helps develop a narrative capable of reinterpreting the brand's identity through entirely new perspectives. In this context, Dsquared2's Canadian roots remain a fundamental point of reference, evoked by the wintry landscapes and the connection to outdoor culture, yet projected into a fantastical and contemporary dimension. 

Engines, lively nights and icy landscapes combine to create a story in which elegance does not equate to formality, but is instead expressed through confidence, boldness and the desire to stand out. The mountain thus becomes the ideal setting in which to stage a personality that has no fear of excess and treats every occasion as an opportunity for self-expression. Through Rick Dick's visual language and experimentation with artificial intelligence, Dsquared2 renews its winter imagery, setting its Canadian origins in dialogue with a creative sensibility oriented toward new possibilities.