MILAN — Dsquared2 wrapped its buzzy coed fall show on Friday evening in Milan and on Monday founders and designers Dean and Dan Caten revealed decisions that mark a new chapter for the brand.
The fashion company appointed Chiara Baravalle the brand’s new chief executive officer, effective Feb. 1, and renewed its licensing agreement with Staff International for the production and distribution of the ready-to-wear collections.
Baravalle joins Dsquared2 from Forel, the operational investment firm founded by former Gucci president and CEO Marco Bizzarri, where she led strategy, investments, and portfolio development.
Previously, she was general manager at Elisabetta Franchi and, before that, served as chief of staff to Bizzarri at Gucci and was a member of the company’s executive committee, leading global strategic priorities and transformation across the brand, as well as liaising with parent company Kering.
Earlier she worked at Bain & Company in the fashion and luxury practice after beginning her career in Silicon Valley. She graduated from Stanford University and is a U.S., Italian and French citizen.
The Catens have been leading the company since the exit in February 2024 of general manager Ennio Fontana, who departed after less than a year in the role. Fontana had succeeded Sergio Azzolari, who moved on to become Roberto Cavalli’s CEO, about a year after joining Dsquared2, taking on a post that had been vacant since 2017.
In an internal memo to their employees seen by WWD, the Catens thanked their team for their support through last year, “one of uncertainty and challenges.” They said Baravalle will help define a strategy “that establishes a clear roadmap and ensures the longevity of Dsquared2 as a brand and a business. Chiara’s arrival marks the moment we step into a new era of clarity, ambition and energy, while staying true to our essence. The priority for 2026 is straightforward: setting the foundation for the next chapter. More concretely, this means reactivating the brand and stabilizing the business. Critically, we need to move forward with purpose, as one team moving in the same direction.”
The license with Staff International, controlled by the OTB Group, was first inked in 2000 and then renewed in 2020 through to 2027. The renewal spans for another five years, until the fall 2031 season.
“This renewal underscores the strength of a partnership built over time and our confidence in its future,” the Caten twins said in a statement. “As we redefine Dsquared2’s brand strategy, the continued support of a long-term partner who understands our creative vision is essential.”
Ubaldo Minelli, OTB Group and Staff International CEO, expressed his pleasure at continuing to work with the Catens on their brand. “The extension of this license allows us to build on our shared achievements and contribute to the success of the brand.”
In the memo, the Catens acknowledged that “Dsquared2 is at a turning point, and we need to refocus our energy on the brand, where it matters most” to ensure future growth.
Dean and Dan Caten at the Dsquared2 fall 2026 show during Milan Men’s Fashion Week.
Giovanni Giannoni/WWD
The renewal of the license will allow the designers “to focus on strategically evolving the brand and redefining how we create desire and emotion for our consumers, without simultaneously being pulled into the operational complexities of internalizing production. While internalizing ready-to- wear production was a compelling prospect, we were misled on the feasibility of execution. In fact, the choice was not between internalizing production or not, but whether or not to safeguard this brand’s legacy and future.”
The extension comes after Dsquared2 and Staff International last May resolved a legal dispute that arose at the end of March when the Catens revealed they planned to take complete control of the fashion brand they founded in 1995 and that they were terminating the licensing agreement with Staff ahead of its expiration date in 2027, starting with the pre-spring 2026 sales campaign. The designers cited “breaches of contract” from its licensee, which Staff International denied.
Two months later, the two companies said they had agreed to extend the licensing agreement until its expiration in 2027.
OTB comprises the Diesel, Jil Sander, Maison Margiela, Marni and Viktor & Rolf brands, as well as the Brave Kid childrenswear producer. OTB also has a stake in Amiri.
