DSQUARED2 Launches New ICON Fragrances – Bold, Playful, and Unmistakably Modern

This August, DSQUARED2 unveils ICON, a new duo of fragrances for him and her, capturing the essence of individuality, connection, and contemporary style. Inspired by the brand’s iconic logo that has become a fashion statement since 2015, ICON celebrates contrasts – black and white, yin and yang, spontaneity and sophistication – just like today’s dynamic young generation.

Two Scents, One Story

Designed as a perfect pair, ICON Pour Femme and ICON Pour Homme are distinct yet complementary, reflecting the magnetic pull of a modern couple. Together, they create a harmonious symphony of differences – playful yet refined, bold yet effortlessly chic.

ICON Pour Femme opens with citrus and juicy fruits enhanced by a lively hint of pink peppercorn, softening into a feminine heart of jasmine and crunchy praline. The lingering base of sandalwood, musk, vanilla, and ashwood leaves a sensual, addictive trail. (Floral – Fruity – Ambery)

ICON Pour Homme bursts with sun-kissed citrus and spicy ginger, unfolding into a daring floral blend of clary sage, lavender, geranium, and black tulip. The base is grounded in Akigalawood, cedarwood, and patchouli, creating a confident, elegant finish. (Fougère – Ambery)

Sustainable, Stylish, and Iconic

In true DSQUARED2 fashion, ICON is as conscious as it is stylish. The bottles are made with 20% post-consumer recycled glass, water-based lacquering, and mono-material caps for easy recycling. Even the soft-touch paper packaging is fully recyclable – proving that sustainability can be luxe.

The Campaign: I AM AN ICON

Shot by renowned photographer Giampaolo Sgura, the campaign radiates DSQUARED2’s playful yet confident energy, celebrating self-expression with the bold statement: “I AM AN ICON. YOU ARE ICONIC. WE ARE ALL ICONS.”

Availability

Launching 1 August 2025, ICON fragrances will be available at SOGO Causeway Bay (B1/F), SOGO Kai Tak (B1/F), and Facesss, Ocean Terminal, Tsim Sha Tsui (2/F).

Prices:

• Pour Femme & Pour Homme – 30ml: HK$440, 50ml: HK$625, 100ml: HK$795