Versace House. Expert Article by Guillaumette Duplaix, Color Specialist, Executive Director, Global Editor-at Large at RUNWAY MAGAZINE.
I started to write an article about color choices of the VERSACE house, but my investigation took me much more further, and I plunged into the history of the house. So much to discover regarding the journey of the VERSACE house!
VERSACE does not have a specific color identity, VERSACE works with ALL COLORS.
They are mixed by a rhythm carefully, orchestrated by the prints, and the materials.
VERSACE is a HISTORY, the story of a brother and a sister who built a brand, a destiny. Donatella Versace had been Gianni’s right-hand since 1978. Back then the house was called Gianni Versace Donna.
After the tragic death of Gianni Versace, the company continued with Santo VERSACE and Donatella Versace, who took over the artistic direction of VERSACE house in a remarkable way and yet, without knowing how to sew or make clothes herself.
No matter, Donatella Versace brought her “flair”, her sense of marketing, of Fashion. She is a charismatic person, faithful in her convictions and in her friendships.
Lady Gaga, muse of the VERSACE brand in 2013, wrote a song about Donatella Versace, from the album ARTPOP. Referring to this song she says it was her love letter to Donatella:
“…… It’s about being a fearless female and not caring what people say about you – being proud of who you are and walking the walk no matter what.
Donatella!
Check it out, take it in
‘Cause that bitch, she’s so thin (Ooh, la-la-la)
She’s so rich and so blonde
She’s so fab, it’s beyond
…. Or just maybe she’s brilliant, maybe she’s smart, maybe she’s strong, maybe she’s everything, maybe she’s DONATELLA.”
Let’s analyze the VERSACE symbol, recognizable and emblematic.
The head of Gorgona Medusa, a woman from Greek mythology, transformed into a Medusa by the goddess Athena, later killed by Perseus.
Why this choice ?
The logo comes from the floor of the ruins in the Reggio Calabria region where the Versace brother and sister played as children.
It was Gianni Versace who chose Medusa because she made people fall in love with her and they had no way of going back.
Gianni Versace offered colorful and resolutely sexy collections. His audacity was also reflected in the choice of materials, he did not hesitate to mix silk and leather, metal and plastic or embroidery and printed patterns.
Gianni and Donatella Versace had the same vision, they created together…
“It’s very important that the brand is an identity over the years, but it’s just as important that it evolves, because times are changing so fast.”
Donatella Versace
After death of her brother Donatella Versace continued to develop, grow the VERSACE brand while maintaining this audacity, and this identity.
Is VERSACE her greatest achievement?
The VERSACE house today is a brand with a great future in the 21st century.
The VERSACE house is well structured by a will of Gianni Versace.
Donatella Versace owns 20% of the company.
Santo Versace holds 35%.
Allegra, Donatella’s daughter, holds the rest.
By this fact, she became the heiress of the VERSACE house.
A family house orchestrated by a team of professionals ready to follow and realize the creative ideas of Donatella Versace.
The important dates:
With the line VERSACE Atelier became again “Invited Member” of the Chambre Syndicale de la Haute Couture since 2012 and shows during the official calendar of Paris Fashion Week.
In March 2018 Donatella Versace announced the end of the use of natural fur in the brand’s collections, which was welcomed by animal protection associations.
For her Spring Summer 2018 show, Donatella Versace invited the stars of the catwalks of the 1990s.
Nostalgia for the time of Gianni Versace, who elevated the models to the title of supermodels: Claudia Schiffer, Naomi Campbell, Cindy Crawford, Helena Christensen, Carla Bruni.
Thanks to Gianni Versace these supermodels still have remarkable careers today.
At the last Menswear Spring Summer 2023 show Donatella Versace invited for runway the sons of few top models.
By these actions, by these choices, by these creations, Donatella Versace tells us that Fashion is an eternal renewal.
Guillaumette Duplaix, Editor-at-Large RUNWAY MAGAZINE
