Bad Gyal's New Dsquared2 Bag Is Serving Y2K Cowboy Fantasy

There are bags you carry because they are practical, and then there are bags that seem to have arrived with their own soundtrack.

Dsquared2's new Roxy Bag belongs firmly in the second category.

With Bad Gyal starring alongside Noah Brown, dusty Western landscapes colliding with Barcelona streets, and enough buckles and leather to make a cowboy very happy, the new campaign feels like someone threw Y2K celebrity culture, Americana, and a little Barcelona chaos into a blender.

And somehow, it works.

The Roxy Bag Has a Little Attitude Problem

The Roxy isn't trying to be the quiet handbag you politely carry to dinner.

Its saddle-inspired shape comes with chunky buckles, elongated straps, and harness-like details that wrap around the body. Depending on the finish, the same silhouette can go from worn-in Western leather to something much shinier and more nightclub-ready.

Basically, it looks like the kind of bag that would get photographed before you do.

Bad Gyal Was the Obvious Choice

Bad Gyal already understands the assignment when it comes to Y2K glamour.

Her style sits comfortably between club culture, hyper-feminine dressing, streetwear, and the kind of unapologetic sex appeal that doesn't need to explain itself. Putting her in front of a bag inspired by cowboy culture and early-2000s celebrity fashion therefore feels less like casting and more like two personalities recognizing each other.

The campaign was photographed by Hugo Comte, with Noah Brown joining Bad Gyal and Dsquared2 founders Dean and Dan Caten making appearances of their own. The images move between Western-inspired scenery and the streets of Barcelona, giving the whole thing a slightly paparazzi-on-holiday feeling.

It's Actually a Little Bit 2006

The Roxy may look like it was designed for the current obsession with Western fashion, but Dsquared2 isn't simply jumping on the cowboy bandwagon.

The bag takes inspiration from the brand's Spring/Summer 2006 collection, and even the logo treatment comes from an archival piece selected by Dean and Dan Caten.

That detail makes a difference.

Instead of manufacturing nostalgia from scratch, Dsquared2 is pulling something out of its own closet and giving it a new life. The result has that very specific early-2000s quality where everything is slightly excessive, slightly sexy, and completely comfortable with being noticed.

Western Without the Costume

I'm usually suspicious of a fashion moment that announces itself as a “trend” because suddenly everyone is wearing the same cowboy boot and calling it personal style.

The Roxy gets around that problem by borrowing the language of the West without becoming a literal costume.

The saddle shape is there. So are the buckles, leather, straps, and slightly dangerous-looking hardware. But the proportions are sleeker and the styling pushes the bag toward nightlife rather than ranch life.

It feels less like dressing up as a cowboy and more like the cowboy somehow ended up at the after-party.

The Bag Is Basically a Personality Test

That's probably my favorite thing about it.

You can take the Roxy in a completely different direction depending on what you put around it. Worn leather and denim make it feel like vintage Americana. A glossy finish pushes it toward Y2K party girl. Metallic leather makes the whole thing considerably more dangerous.

Same bag. Completely different woman.

And considering how much fashion right now is obsessed with accessories doing the heavy lifting, that flexibility feels very intentional.

I'm Into the Chaos

The campaign works because it doesn't try to make the Roxy seem precious.

It's glamorous, but there are dusty roads. It's polished, but the city is messy. There's a supermodel, a pop star, two designers, a cowboy fantasy, and Barcelona all fighting for attention in the same set of images.

That is very Dsquared2.

And if we're going to keep dragging Y2K fashion back from the dead, I'd rather do it with a giant buckle, a little attitude, and a bag that looks like it has somewhere much more interesting to be.

The Roxy Bag is now available through Dsquared2, with the current US offering starting around $990 depending on the finish.