Dsquared2 has announced the appointment of Chiara Baravalle as its new Chief Executive Officer, effective February 1, 2026. The announcement came during a press event held in Milan on Friday evening. Alongside this change, the fashion brand has renewed its licensing agreement with Staff International for the production and distribution of its ready-to-wear collections.
Baravalle brings a wealth of experience to her new role, having previously served as a senior executive at both Gucci and Forel. At Forel, she was instrumental in leading strategy and investment initiatives. Her tenure at Gucci saw her rise to the position of Chief of Staff, where she was involved in global strategic priorities and transformation efforts, working closely with the brand’s parent company, Kering. Baravalle holds a degree from Stanford University and is a citizen of the United States, Italy, and France.
The Catens, Dean and Dan, have been at the helm of Dsquared2 since February 2024, following the departure of General Manager Ennio Fontana. In a memo addressed to their employees, the founders expressed gratitude for the team’s support during a challenging year, stating that Baravalle’s leadership will help shape a strategy that ensures the brand’s longevity. They emphasized the importance of moving forward with a clear vision, aiming to stabilize and reactivate the business.
Renewed Partnership with Staff International
The renewed licensing agreement with Staff International extends the partnership that originally began in 2000 and was previously renewed in 2020. This latest extension will last until the fall 2031 season. The Catens highlighted the strength of their long-term collaboration, asserting that it is crucial for the evolution of Dsquared2’s brand strategy.
In their statement, the Catens noted, “As we redefine Dsquared2’s brand strategy, the continued support of a long-term partner who understands our creative vision is essential.” They further acknowledged that the brand is at a pivotal juncture, requiring a renewed focus on its core identity to ensure future growth and success.
Baravalle’s appointment coincides with a critical moment for the brand. The renewed licensing deal allows the team to concentrate on strategic development without the operational burdens of internal production. The Catens indicated that while the idea of bringing production in-house was appealing, they concluded it was more important to protect the brand’s legacy and future.
Strategic Goals for the Future
The Catens are optimistic about the path ahead, stating that Baravalle’s leadership will usher in a new era characterized by clarity, ambition, and energy. They outlined clear priorities for 2026, focusing on stabilizing the business and revitalizing the brand’s image. They expressed a desire to create desire and emotional connections with consumers while avoiding the complexities associated with internalizing production.
This strategic shift comes after a recent legal dispute with Staff International regarding the termination of an earlier licensing agreement, which the Catens claimed was due to “breaches of contract.” Both parties ultimately resolved their differences and agreed to extend the licensing agreement until its expiration in 2027.
As Dsquared2 embarks on this new chapter, the brand aims to solidify its market position and cultivate a stronger relationship with its audience, ensuring its place in the competitive fashion landscape.
