DSquared2 "He Wood" Fragrance : Leanardo Maedar by Steven Meisel

[jssy4eva]

*Posted by Cat at modelhommes.com

MILAN — Dan and Dean Caten had twice the reason to celebrate during Milan fashion week.

The twin-brother designers behind Dsquared2 previewed their first flagship and launched their first fragrance in tandem on Monday, June 25.

“This is our baby and it’s all ours, so we’ll be here every Saturday afternoon,” quipped Dean about Dsquared2’s new boutique, adding he’d be on hand to offer advice to walk-in customers.

Dsquared2’s new store marks the label’s 15-year anniversary. “It’s a monumental moment for us. This was part of our plan and, after a lot of hard work, now we are standing here in a million-dollar shop, and we’re launching a perfume—it’s everything we dreamed of,” said Dan.

Designed by architectural studio Storage, the 5,000-square-foot store at Via Verri 4 channels the designers’ Canadian roots with timber partitions and an outdoor, wood-decked space with rock pool.

Officially scheduled to open in September, the boutique was previewed to guests at a cocktail party to fête Dsquared2’s debut men’s fragrance, He Wood. An oversized poster of the fragrance’s ad campaign was suspended over the outside pool. The black-and-white image shot by Steven Meisel depicts American model Leandro Maeder gripping a trunk of wood in water.

Inspired by the designers’ birthplace in Ontario, Canada, He Wood features notes of cedarwood, white fir and violet leaves. In keeping with the wood theme, the square-shaped flacon is framed in Canadian red alder wood.

“The fragrance is not lumberjack; it’s woodsy. It’s really about our story of being born in Canada and creating in Italy. It’s so personal,” said Dan.

He Wood is the first Dsquared2 fragrance produced under license by Italian fragrance manufacturer ITF, and will be followed up with a Dsquared2 women’s scent by fall 2008. The scent will be sold exclusively in the new Dsquared2 store from September, and rolled out to Europe and the U.K. from October. It is expected to hit U.S. counters from April 2008

*dnrnews.com

[mikel]

He Wood, such typically tacky name for Dsquared.

[cake_batter]

this looks gorgeous, although i love anything dsquared.

[theirrenegade]

Oooh! =] Leanardo looks good, though I admit he looked better in Dolce and Gabbana. And I love Dsquared! <3

[ilaughead]

The bottle is nice, and the photography is nice, but the name!? Tasteless.

[dizzytacks]

omg, reading that article too myself and i all i could hear was a high pitched nasally squeel, i really dont like them.....

[Northern Star]

The whole thing is very corny but Leandro looks cool.

[valleyofdolls]

like this a lot

[cake_batter]

has anyone seen this ad in print yet?

[jssy4eva]

Not that I know of, but here it is a little bigger.

*lm-modelling.com

[Ferdinanda]

Originally Posted by ilaughead

The bottle is nice, and the photography is nice, but the name!? Tasteless.

Agreed. And thanks Jssy

[mgegd]

any have version bigger? thanks in advance

[jssy4eva]

*modelhommes.com

[mgegd]

Thanx jssy4eva!

[jssy4eva]

No problem. It's funny how they keep getting just a bit bigger every day. At this rate, we should have a scan soon.