Bad Gyal Stars in Dsquared2’s New Roxy Bag Campaign

Bad Gyal is bringing her unmistakable style to Dsquared2’s latest campaign, starring alongside model Noah Brown for the launch of the new Roxy Bag. Photographed by Hugo Comte, the campaign moves between a dusty Western fantasy and the streets of Barcelona, giving the images a distinctly early-2000scelebrity feel.

Bad Gyal, the Spanish singer known for her reggaeton and dancehall sound, was named Dsquared2’s Global Brand Ambassador in June 2026. The partnership was announced as a first for the label, with the artist set to front international campaigns and represent the brand at major events.

For the Roxy campaign, her wardrobe leans heavily into Dsquared2’s provocative Y2K aesthetic. In one of the standout images, she wears a colorful fitted camisole with red lace detailing, paired with tiny yellow-trimmed shorts and a metallic silver Roxy bag. Strappy silver sandals and layered bracelets finish the street-style look.

The campaign then shifts into full Western territory. Bad Gyal appears in a black halter-style bodysuit, cinched with a wide belt featuring oversized silver buckles. She pairs it with dramatic lace-up heels that wrap around her legs, while the black Roxy bag hangs prominently at her side. Her long blonde hair is worn loose in soft, voluminous waves, keeping the beauty look glamorous rather than overly polished.

Another image takes a more relaxed approach, with Bad Gyal wearing low-rise blue jeans and a pale yellow camisole, accessorized with a brown Roxy bag and Western-inspired belt. Across the shoot, her styling balances denim, leather, metallic hardware and body-skimming silhouettes.

The Roxy Bag itself is the campaign's main character. Inspired by Dsquared2’s Spring/Summer 2006 collection, it features saddle-inspired leather, oversized buckles, elongated straps and harness-like details. Even the logo typeface reportedly comes from an archival piece personally selected by founders Dean and Dan Caten.

With Noah Brown and appearances from Dean and Dan Caten also featured, the campaign mixes Western fantasy, Barcelona street life and paparazzi-era glamour into one playful fashion story.