Versace is one of the most recognized fashion brands in the world. Founded in 1978 by Gianni Versace, the luxury house immediately became a leader in the industry next to older names like Chanel, Dior, Valentino, and Prada. Let’s see what has happened at the house since 1978, from Gianni Versace’s beginnings to the evolution of the brand under Donatella Versace.
Gianni Versace’s Early Life
Gianni Versace was born in 1946 in Reggio Calabria, Italy. He was exposed to fashion early on through his mother’s dressmaking business. After studying architecture, Gianni decided to pursue a career in fashion. He moved to Milan in 1972 and worked at brands Genny, Complice, and Callaghan before founding his own.
Versace History Timeline
When was Versace founded?
Gianni Versace founded his eponymous label in 1978, launching his first womenswear collection on March 28 with a fashion show at the Palazzo della Permanente in Milan, Italy. The same year, he opened his very first boutique on Via Della Spiga in the city.
1989: The brand launched Versus Versace, a diffusion line, as a “gift” from Gianni Versace to his sister Donatella. The line was suspended between 2005-2009.
1990: Gianni Versace showed his first couture collection Atelier Versace during Haute Couture Week at the HĂ´tel Ritz in Paris.
1991: The brand opened its first boutique outside Italy in Glasgow, Scotland.
1992: Versace launched home interiors – one of the first brands to do so.
Versace Logo Symbolism
One of the most recognizable fashion symbols is the Medusa of Versace, but do you know what it means for the brand and why they chose such a symbol?
If you are familiar with Greek mythology, Medusa was a Gorgon, a creature with snakes for hair who could turn anyone who dared to look at her into a stone.
So why did Versace choose such a monster to be the face of the house?
The idea of it came to the founder Gianni Versace.
As a kid, he used to play in the ancient ruins of Reggio Calabria, South of Italy with his sister Donatella and brother Santo. Nostalgic of that childhood game with his siblings, and inspired by the Medusa image, Gianni decided to use it as the head logo of the brand.
The creative inspiration struck when he discovered a marble head during archaeological digs in his childhood hometown of Reggio Calabria.
This affection for Greek mythology is probably linked to the fact that the Hellenic influence has long been present in the region’s history, architecture, and culture. Calabria is one of the areas of Southern Italy (used to be called “Magna Graecia”) that used to be populated by Greeks starting in the 8th century BC and where the rare Calabrian-Greek dialect is still spoken.
However, the choice of Medusa wasn’t just about Greek roots. If we try decoding the possible symbolism of the logo, behind Medusa’s fearsome appearance, there is power and beauty, which describe the house of Versace very well. Before Athena turned her into a monster, anyone who looked at Medusa would fall in love with her. In the context of the Versace brand, this suggests that everyone who falls in love with it stays enamored forever.
Gianni Versace used to say: “When people look at Versace, they will have to feel terrified, petrified, just like when you look into the eyes of the Medusa”.
Over the years, Versace has used Medusa’s head in many of its designs, from clothing and accessories to home decor. Versace’s Medusa is the perfect example of how a fashion house can be influenced by ancient history and transform a popular legend into a powerful and recognizable branding.
Iconic Gianni Versace Runways
Versace Pop Art: SS 1991
Gianni was an avid art collector and passionate about pop art, so he had the idea to work with the Andy Warhol Foundation on the colorful prints of his Spring 1991 collection, which included references to paintings of famous artists. Donatella Versace used this collection as an inspiration for her Spring 2018 show to commemorate the 20th anniversary of her brother’s tragic death.
Versace FW 1991 show with Supermodels finale
I am sure this photo rings a bell. A few months before Versace’s FW 1991 show, George Michael released his famous single “Freedom” and chose for his music video 5 supermodels to lip-sync the song: Linda Evangelista, Cindy Crawford, Naomi Campbell, Tatjana Patitz, and Christy Turlington. For the show’s grand finale, Gianni Versace played the song and sent these models (except Tatjana Patitz) down the runway. This moment is one of the most memorable in the history of Versace and fashion shows in general, as it propelled the supermodels to the status of icons.
Versace Bondage collection: Miss S&M, FW 1992
More commonly referred to as “Bondage”, this was one of Gianni’s most sensual collections. He used plenty of fetishwear – leather, studs, dog collars, and harnesses. The designer was joking afterward that “half of Manhattan is now walking around in a harness.”
Versace Punk Show: SS 1994
“Punk” might not be the first word that comes to mind when thinking of Versace, but the brand’s Spring 1994 collection is rightly remembered for its punk vibes. The show referenced the punk culture of the 1970s, and Gianni gave it a glamorous twist, Versace-style.
When actress Elizabeth Hurley attended the “Four Weddings and a Funeral” premiere with this Versace dress, it made her a star and gave an extra push to the fashion house.
Gianni Versace’s last show: “Atelier Versace”, FW 1997
The last Gianni’s collection was presented in Paris on 6 July 1997, only 9 days before he was murdered. It was dominated by black color, as 53 of the 83 looks were either predominantly or solely black, and there was also an underlying religious theme with jewel crosses inspired, Gianni Versace said, by the Glory of Byzantium show at New York’s Metropolitan Museum of Art, according to Another Magazine. So it was a strangely premonitory collection. It also raised questions about the future direction that Gianni would have taken if he would still be alive.
Gianni Versace Assassination
Gianni Versace tragically passed away on July 15, 1997. He was shot by serial killer Andrew Cunanan at his home in Miami.
Since his passing, operations were taken over by his brother Santo and sister Donatella, who oversaw the business and creative operations, respectively.
Who is Donatella Versace?
Donatella has dedicated her life and career to Versace. But did you know that she didn’t plan to become a designer at first? She studied languages at the University of Florence because she wanted to become a teacher.
During her studies, Donatella would often make trips to Milan to help her brother with his designs while he was busy. At last, she started working at Versace full-time and devoted her life to it. Initially, she served as Vice President and creative hand of the family company. The two siblings were very close and inspired each other. For example, Donatella was the main inspiration for one of Versace’s perfumes, Blonde, and various lines too, such as Versus Versace.
After Gianni’s assassination on 15 July 1997, Donatella assumed the business and creative control of the family company as Artistic Director and Vice President of the board.
Donatella Versace’s memorable moments at Versace
First Versace show after Gianni’s death
Donatella Versace debuted her first haute couture collection since her brother’s tragic death, on October 10, 1997. It resulted in instant acclaim from industry insiders. The emotional show included the top supermodels Naomi Campbell and Linda Evangelista, among others whom Gianni once made famous in his Fall 1991 show.
Initially confronted with the challenge of finding her own “voice” and design aesthetic, Donatella soon managed to create a new era for Versace. She preserved the essence of the brand, recognized by its bold, sexy, and bright designs while adding her own touch and improvements. Mainly, as a woman designing for women, she significantly modernized the silhouettes and made them more comfortable and inclusive.
“I dress the most powerful women. Fashion is not going to change the world. But it can empower women.”
Donatella Versace
First Versace Hotel
In 2000, Versace opened its first hotel, Palazzo Versace, in Australia. The interior design was made by Donatella Versace. It was the first project beyond fashion to offer complete immersion in the Versace lifestyle. In 2015, the second Palazzo Versace opened in Dubai.
Versace Jungle Dress
Of all her outstanding creations, the Jungle Dress worn by Jennifer Lopez at the 2000 Grammy Awards is one of her most famous. It made a comeback at the Spring 2020 runway.
Relaunch of Versus Versace
In 2009, Donatella Versace relaunched the diffusion line Versus Versace with a capsule collection of accessories, designed in collaboration with Christopher Kane, JW Anderson, and Anthony Vaccarello. In 2018, Versus merged with the Versace Jeans line.
Versace and H&M collaboration
In 2011, Versace and H&M collaborated on a collection, which was one of the most successful in the history of joint collections between a luxury brand and a fast fashion label.
Versace Kid’s Line
In 2012, Versace expanded its product offering by launching a children’s wear line under the Young Versace brand.
Versace Spring 2018 show tribute to Gianni Versace
One of the most iconic fashion shows staged during the Donatella Versace era is the Spring Summer 2018 one – “The Versace Tribute Collection” – created in honor of the founder.
Versace x Dua Lipa “La Vacanza”
Versace and Dua Lipa unveiled their co-designed see-now-buy-now collection “La Vacanza” in Cannes on May 23, 2023, which was inspired by Versace’s archives from the 90s. It was one of the most memorable Cruise collections.
Overall, not only Donatella Versace has managed to maintain her brother’s legacy and preserve the company’s reputation, but she also succeeded in growing the business by expanding into new markets and product offerings, such as accessories, a home collection, and hotels, creating a complete luxury lifestyle for Versace’s customers.
Versace acquisition
In 2018, Versace was acquired in its entirety by Group Michael Kors for $2.12 billion. In January 2019, Michael Kors, Jimmy Choo, and Versace joined Capri Holdings to form a new luxury conglomerate. So, in August 2023, the Tapestry Group, owner of Coach, Kate Spade, and Stuart Weitzman announced a deal to buy Capri Holdings, owner of Michael Kors, Versace, and Jimmy Choo for $8.5 billion.
And you, do you love Versace? Share your favorite moments in the comments.
Want to learn about the history of other iconic brands? You can check out pieces we wrote about Christian Dior history, Prada, Valentino, Fendi, and Bottega Veneta.
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