VERSACE House

















Versace House. Expert Article by Guillaumette Duplaix, Color Specialist, Executive Director, Global Editor-at Large at RUNWAY MAGAZINE.

VERSACE House story by Guillaumette Duplaix Runway Magazine
VERSACE House story by Guillaumette Duplaix 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.

Gianni and Donatella Versace 1978
Gianni and Donatella Versace 1978. Photo Courtesy: Versace
Gianni Versace with his sister Donatella, her husband and their daughter - IPA SIPA
Gianni Versace with his sister Donatella, her husband and their daughter. Photo Courtesy: © IPA/SIPA

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.”

Lady Gaga - Artpop album 2013 - song about Donatella Versace - official cover
Lady Gaga – Artpop album 2013 – song about Donatella Versace – official cover. Photo Courtesy: Lady Gaga
Lady Gaga and Donatella Versace
Lady Gaga and Donatella Versace. Photo Courtesy: Versace

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.

Perseus and Gorgona Medusa
Perseus and Gorgona Medusa

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.

Medusa - ruins in the Reggio Calabria
Medusa – ruins in the Reggio Calabria

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 and Donatella Versace under Medusa symbol
Gianni and Donatella Versace under Medusa symbol. Photo Courtesy: Versace

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.

Donatella Versace
Donatella Versace. Photo Courtesy: Versace

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.

Donatella Versace with her daughter Allegra
Donatella Versace with her daughter Allegra. Photo Courtesy: GettyImages

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.

Donatella Versace
Donatella Versace. Photo Courtesy: Versace

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.

Claudia Schiffer, Naomi Campbell, Cindy Crawford, Helena Christensen, Carla Bruni for Versace
Claudia Schiffer, Naomi Campbell, Cindy Crawford, Helena Christensen, Carla Bruni for Versace. Photo Courtesy: Versace

At the last Menswear Spring Summer 2023 show Donatella Versace invited for runway the sons of few top models.

Versace Men Spring Summer 2023 Runway Magazine
Versace Men Spring Summer 2023 Runway Magazine. Photo Courtesy: Versace
Mark Vanderloo and Mark Vanderloo Junior for Versace
Mark Vanderloo and Mark Vanderloo Junior for Versace. Photo Courtesy: Versace
Meghan Douglas and her son Landon Dalton for Versace
Meghan Douglas and her son Landon Dalton for Versace. Photo Courtesy: Versace
Carla Bruni and her son Aurelien Anthoven for Versace
Carla Bruni and her son Aurelien Anthoven for Versace. Photo Courtesy: Versace
Elena Christensen and her son Mingus Reedus for Versace
Elena Christensen and her son Mingus Reedus for Versace

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



Posted from Runway Magazine, Paris France.