- Spanish reggaeton and dancehall star Bad Gyal has been named the first-ever global brand ambassador in Dsquared2's 30-plus-year history, a title the Italian-Canadian label has never given anyone before.
- Bad Gyal will front the brand's upcoming international campaigns and represent Dsquared2 at major global events, from concert stages to fashion runways.
- Dsquared2 CEO Chiara Baravalle confirmed the deal developed from an existing mutual appreciation, with the brand specifically targeting younger consumers and women, audiences Bad Gyal commands with her fanbase.
- The move marks a strategic shift for Dsquared2, which has historically connected with male Millennial customers; the brand is now looking to grow its female and Gen Z reach.
After more than three decades in fashion, Dsquared2 founders Dean and Dan Caten have finally made their first-ever global brand ambassador appointment, and they chose Bad Gyal to make history with them.
The Barcelona-born singer, whose real name is Alba Farelo, is one of the most dominant forces in global reggaeton and dancehall right now. Her second studio album, Más Cara, dropped on March 6, 2026, executive produced by Cromo X, blending reggaeton, R&B, dancehall, merengue house, Jamaican shatta, and Haitian kompa.
She was also confirmed as one of the headlining acts for the 2026 edition of Primavera Sound, and her Más Cara World Tour, which kicked off March 20 in Barcelona, is scheduled to run through November 8 in Dallas, with stops at Roskilde Festival in Denmark and major arenas across Latin America and North America.
In her new role, Bad Gyal will headline upcoming international campaigns and represent the brand at major global events, from the stage to the runway.
This kind of music-meets-fashion brand strategy is gaining serious momentum in 2026. Just as Cardi B was named global brand ambassador for Fashionphile earlier this year, labels are increasingly turning to artists whose personal style carries cultural weight beyond the music.
Bad Gyal has previously partnered with clothing brand Bershka, for which she released a co-designed exclusive clothing line. She also collaborated with rum brand Havana Club on a limited-edition bottle in 2022.
Dsquared2 has a deep history of dressing and collaborating with music’s biggest names. Dean and Dan Caten designed tour costumes for Christina Aguilera, Beyoncé, and Madonna.
The brand also worked with Britney Spears on her tour, and Fergie appeared in a Dsquared2-styled music video. Naomi Campbell fronted the brand’s Icon FW21 campaign. Despite all of these iconic moments, none of these ever carried the formal “global brand ambassador” title, making Bad Gyal the first.
Dsquared2’s decision mirrors a broader luxury fashion trend where brands are formalizing long-term partnerships over one-off campaigns, a playbook similar to Freddie Gibbs being named Mizuno Sportstyle’s first non-sport global brand ambassador.
Takeaways
This isn’t just a fashion deal, it’s a directional statement. Dsquared2 has spent 30+ years dressing pop royalty (Madonna, Britney Spears, Beyoncé, Naomi Campbell) but never formalized the relationship into a global ambassadorship until now.
Choosing Bad Gyal as that historic first tells you everything about where the brand wants to go: younger, more female, more globally diverse.
With the Más Cara World Tour running through November 2026 across four continents, Dsquared2 is essentially buying real-time visibility on some of the world’s biggest stages, without spending a single dollar on a traditional advertising slot.
Does landing Bad Gyal, rather than a bigger mainstream name, signal that Dsquared2 is prioritizing cultural credibility over pure reach? Can Dsquared2 genuinely grow its female audience through a single ambassador, or does this need to be part of a wider creative and retail overhaul?
