Versace’s Power Shift: Dario Vitale Steps In, Donatella Steps Up. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE. Photo Courtesy: GettyImages / Versace.
And just like that, the House of Versace gets a new maestro. The gilded throne once occupied by Donatella Versace herself is now in the hands of Dario Vitale, the former design and image director of Miu Miu. While fashion’s game of musical chairs is nothing new, this move signals more than just a creative reshuffle—it’s a full-on brand identity reset.
Donatella Bows Out—Sort Of
After 27 years at the creative helm, Donatella Versace is trading in her sketchpad for a more diplomatic title: Chief Brand Ambassador. A ceremonial move? Perhaps. But make no mistake—Donatella isn’t exiting the Versace empire. In fact, she’s positioning herself as its eternal guardian, ensuring that whatever comes next still bears her high-octane, gold-encrusted fingerprint.
Her Instagram farewell was predictably dramatic: a heartfelt homage to Gianni, a nod to her unwavering team, and an emphatic promise to remain Versace’s fiercest supporter. The message? This is not a goodbye; this is a power pivot.
“Championing the next generation of designers has always been important to me.
I am thrilled that Dario Vitale will be joining us, and excited to see Versace through new eyes. I want to thank my incredible design team and all the employees at Versace that I have had the privilege of working with for over three decades.It has been the greatest honor of my life to carry on my brother Gianni’s legacy.
He was the true genius, but I hope I have some of his spirit and tenacity.In my new role as Chief Brand Ambassador, I will remain Versace’s most passionate supporter. Versace is in my DNA and always in my heart.”
Donatella Versace
Who is Dario Vitale?
The answer, at least publicly, is: we don’t really know. Fashion insiders have whispered about his name for weeks, but the man himself has maintained a ghostlike presence. A Milanese address and an old interior design feature from a decade ago are all we have to go on—hardly the makings of a social media sensation. But what he lacks in public persona, he makes up for in pedigree.
At Miu Miu, Vitale was instrumental in crafting the brand’s recent It-girl renaissance—think micro-minis, exposed lingerie, and a razor-sharp blend of nostalgia and rebellion. Under his design direction, Miu Miu went from Prada’s quirky little sister to a cultural juggernaut, dominating red carpets, runways, and resale markets alike. Now, he’s bringing that magic touch to Versace.
“I am truly honored to join Versace as the Chief Creative Officer and to be a part of this special and powerful fashion luxury House created by Gianni and Donatella. The House of Versace has a unique heritage that has spanned decades and has shaped the history of fashion. I want to express my sincere thank you to Donatella for her trust in me, and for her tireless dedication to the extraordinary brand that Versace is today. It is a privilege to contribute to the future growth of Versace and its global impact through my vision, expertise and dedication.”
Dario Vitale
The Prada Connection
The timing of this hire is… convenient. With Capri Holdings (Versace’s parent company) still reeling from its failed merger with Tapestry, rumors of a possible sale are swirling. And who has been repeatedly linked to acquiring Versace? Prada.
Vitale’s selection feels almost prophetic—an inside man positioned perfectly for a Prada-ification of Versace should such a deal materialize. If anyone understands how to marry heritage with hyper-modernity, it’s him. And let’s be honest: the idea of a Prada-Versace hybrid is the kind of luxury fever dream that would send fashion historians into overdrive.
What’s Next for Versace?
Vitale steps into the role on April 1, a date that feels ripe for irony if things go south. His debut collection, presumably set for September in Milan, will be our first real glimpse at his interpretation of the Versace DNA. Will he stay true to Gianni’s bombshell glamour? Will he inject some of Miu Miu’s deconstructed chaos? Or will he carve out something entirely new?
One thing is certain: Versace isn’t in the business of subtlety, and neither is its new creative force. The fashion world will be watching, and in an industry that thrives on drama, this is the kind of power play we live for.
