The Versace message is very special. It is always strong and original. Either you love Versace or you hate it - Donatella Versace will confirm, and it's hard not to admit she's right. It is impossible to pass by the designs of the fashion house founded by her brother indifferently.
Sensual, daring, provocative... The Versace woman, created by the family empire, resembles the mythical Medusa in the brand's logo - the archetype of the femme fatale.
The Versace epic
Gianni Versace, born in 1946 in Reggio Calabria on the southern tip of Italy, mastered his skills in his mother's tailoring workshop as a young boy. Fascinated by fashion, after a tour of the major capitals of the industry, he settled in Milan and began working as a designer. At first he was a subcontractor for famous Italian brands and in 1978 he launched his first Versace collection in his own boutique. Even then, the logo featured the head of Medusa, according to Greek mythology a beautiful girl turned into a monster with snake-like hair.
From the very beginning family ties were cultivated at this Italian fashion house. Gianni's brother Santo was appointed CEO. Their sister Donatella - whom Gianni considered his muse - had a more modest role at the beginning, but after Gianni's death, she naturally succeeded him at the head of the company.
Perfumes, eyewear, handbags, jewellery....
In just a few years, the bold lines presented by Versace were an unprecedented success. Every now and then a new boutique of the brand opened around the world. The first Versace perfume was born in 1981. A line of accessories was also developed: glasses, watches, handbags, jewellery. Seven years later, the decision was made to make the clothes available to a wider clientele. The more accessible line was called Versus Versace.
The 1980s and 1990s were the height of the fame of this Italian house, whose designs, like their creator himself, were loved by big stars. Elton John, Madonna and Princess Diana are just a few names in a long list of admirers of the brand. They appreciated it above all for revolutionising the art of haute couture.
Fashion revolutions
Gianni Versace was assassinated on 15 July 1997 in Miami. Donatella Versace inherited his position and decided to nurture the artistic direction he had given. Unfortunately, during the first years of mourning for the irreverent fashion genius, his work had to struggle to survive. But Donatella found a new way of doing business: luxury hotels.
The first Versace hotel was built in 2000 on Australia's Gold Coast. Fifteen years later, Palazzo Versace opened its doors in Dubai. Both drip with opulence and glitz. There is no shortage of marble, columns and gold in their finishes. They also gave birth to the Versace Home line, consisting of furniture, lighting, tableware and decorative and functional accessories. In the soft dressing gown of this line, you can feel as if you are in a palace under Medusa.
Gianni Versace gave the fashion world an exemplary lesson in courage with his creations, which stood out for their skilful combination of surprising materials. He combined leather with silk, mixed metal mesh with plastic and superimposed embroidery on colourful geometric patterns. Donatella is following in this footsteps, although her critics do not hesitate at times to label them as designs in bad taste. She relishes in breaking free from patterns, furnishing revolutions and mixing colours, fabrics and other materials in such a way that she works to constantly create a new vision of luxury. In keeping with her family's heritage, of course.
The new face of Medusa
Although new fashion influences are mixed with italian glamour, honouring women by putting their sensuality on a pedestal is still one of the most important values promoted by Versace.
In March 2018 the Italian brand declared that it was ending the use of animal fur, which at the time was the essence of many of its flagship products, proving that such a strong identity can be aligned with initiatives that are important to the world. Donatella wants to bring back an important social relevance to fashion.
For its Spring-Summer 2021 show, it paid homage to Medusa, mixing its iconic gold prints with shades of colour. Glorifying hope, desires and dreams, the house of Versace let a breath of optimism into a fashion world tired of the coronavirus pandemic.
Versace for men:
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