Versace’s Golden Age
There will never be another Donatella Versace- she managed to become one of the most successful designers by expanding Versace into the global fashion superpower it is today.
Doja Cat reflects on her personal and professional future in a conversation with fellow musician, Jack Harlow. Doja Cat is styled in Versace. Photographed by Daniel Shea for Present Space, September 2024. Available via Present Space Magazine. © All rights belong to their respective owners. No copyright infringement intended.
From the beginning, Versace has pushed the limits of what it means to be a luxury fashion brand through innovative designs, celebrity connections, and supermodel endorsements. They even expanded into new markets beyond fashion, like fragrances and home furnishings, creating an entire lifestyle brand. Founded by Gianni Versace, the brand became notorious for its provocative and often controversial designs. Gianni managed to make Versace a respected fashion house, but it was his sister Donatella who sealed the brand's influence. Ironically, the brand has never gone without a Versace at the helm until recently.
There wasn’t much expected when Donatella Versace took over after her brother’s passing, but what she would accomplish will forever cement her as one of the greatest modern fashion designers. She devoted her life to continuing her brother’s legacy while working to usher in a new era of inclusivity and female empowerment. She broke the internet when she styled Jennifer Lopez in the green chiffon dress for the 2000 Grammy Awards- literally causing Google to create its search engine function. Donatella was a well-known trailblazer as one of the first designers to embrace the digital age by making the brand more accessible through social media.
Jennifer Lopez wearing the green dress that created Google Search Images for the 2000 Grammy Awards. Jennifer is styled by Versace. Photo via IG @voguespain. © All rights belong to their respective owners. No copyright infringement intended.
Even today it’s rare to see a woman at the helm of a major fashion brand, as a woman designing for women she was able to make the designs more comfortable and flattering for the body. She incorporated her style into her designs which heavily featured bold prints and luxurious fabrics. Donatella wanted to empower women through her clothing, often emphasizing the curves and strength of the female body. She began to champion causes that were personal to her, like advocating for LGBTQ+ rights and ending Versace’s use of animal fur. Through her advocacy, she successfully fulfilled her vision of creating a more socially conscious, inclusive brand while still honoring her brother’s legacy by maintaining the brand’s Italian heritage and glamorous aesthetic.
Gianni Versace might have founded the legendary Italian brand, but Donatella has been the inspiration and driving force behind the brand’s longevity and influence in the fashion industry. Some of the brand’s most iconic moments happened during the reign of Donatella, like the relaunch of Versus Versace and “The Versace Tribute Collection”. It’s hard to imagine what the future of the Versace brand will look like without the renowned designer at the helm. Her shows have always been the most talked about, bringing in some of the biggest celebrities in the world. Her runway collections have continued to defy expectations, in her last collection she featured references to her late brother’s final designs.
For Donatella this final collection wasn’t just a celebration of Versace’s rich heritage, but a celebration of her brother’s life. One of the things that makes Versace unique is that it’s not just a fashion house, but the story of a family's legacy through the years told through clothing. There’s a deep emotional aspect to Donatella’s designs, something that is impossible for other designers to replicate themselves. Throughout her career at Versace, she’s been able to honor her brother through her designs, staying true to the Versace her brother had envisioned.
Fans around the globe knew her last collection was Donatella’s not-so-subtle way of saying goodbye with many wondering what she will do next. Donatella’s connection to the Versace brand will never go away, it’s likely she will always be involved in the brand in some way. With her departure came the appointment of a new Creative Director for Versace, the former Miu Miu director Dario Vitale. It will be interesting to see how he interprets the signature Versace style through his whimsical designs. As Versace’s new Brand Ambassador Donatella can focus more on styling celebrity appearances and her philanthropic endeavors - two of her biggest passions. The future of Versace is changing, and with it luxury fashion. The Versace brand IS Donatella Versace, without her at the helm it remains to be seen what type of influence the brand will have.
