Dsquared2 names Bad Gyal as first global brand ambassador

Dsquared2 has named Bad Gyal its first global brand ambassador, putting the Catalan hitmaker at the center of the house’s next push for international attention. The appointment was announced on June 25, 2026, and Chiara Baravalle is using it to sharpen the brand’s cultural edge and reach a younger audience that still discovers fashion through music.

For Dsquared2, founded in 1995 by Dean and Dan Caten, the move fits a clear pattern. Music has long been one of the label’s sharpest currencies, from past collaborations tied to Kiss, Latto and Doechii to its 30th-anniversary project built around the track “ICONique,” which featured Latto and debuted during Milan Fashion Week in 2025. Baravalle, who joined Dsquared2 in 2026 after roles at Gucci and Forel, is now the executive most visibly driving that strategy forward.

Bad Gyal, born Alba Farelo Solé, brings exactly the kind of borderless visibility the brand wants. Primavera Sound describes her as a pioneer in folding urban lexicon into Catalan and drawing on Jamaica and Latin America in her music, a mix that makes her feel native to more than one scene at once. Her official site lists 2026 tour dates in Buenos Aires, Santiago, Bogotá, Mexico City, Monterrey, Guadalajara, Miami, San Juan, Chicago, New York, Los Angeles and Dallas, a route that cuts through the very markets Dsquared2 is trying to make feel closer to the brand.

That matters because this is less about celebrity gloss than about conversion. Bad Gyal’s audience lives where fashion actually gets worn, photographed and reposted: club nights, concert halls, airport terminals and city streets with a strong Spanish-speaking footprint. The smartest reading of the appointment is that Dsquared2 is leaning into Latin America, the U.S. Latino market and globally connected Gen Z consumers who respond to artists with clear visual codes, not abstract luxury messaging. Her profile should also help move the brand’s most attention-friendly product categories, the statement denim, logo-led separates and nightlife-ready looks that already suit Dsquared2’s high-energy identity.

Fashion outlets say Bad Gyal will front upcoming international campaigns and appear at major global events, though the launch timing has not yet been set. If Dsquared2 follows through with the same discipline it has shown in music-first projects, the brand could turn a name check into something more useful: a sharper line from cultural relevance to demand.