THEIR STORY: Versace
- Luxury Club SDABAC
- Feb 17, 2023
- 2 min read
Updated: Jul 2, 2023
In the world of fashion, they are the Italian royal family.
Luxury Fashion revolutionized the world in its own way. Versace is one brand that is not just unique in its choice of elements but is also a genius when it comes to marketing its collections and making high-profile connections.
Founded in 1978, Gianni Versace launched the company in Milan under the name Gianni Versace Donna.
Growing up in Reggio Calabria, Gianni spent his early years working for his mother, who owned a local sewing business. Working there made him realize his love for fashion. He created his first-ever dress at the age of 9, which was a blue evening gown. An updated version of this creation was worn by Princess Diana 40 years later.
The company produces Italian-made ready-to-wear clothes and accessories, as well as haute couture under its Atelier Versace brand, and licenses its name and branding to Luxottica for eyewear. The brand is known for its flashy prints and bright colors.
The Versace logo ‘Medusa’ is an inspiration from Greek artwork.
Gianni Versace became one of the first designers to link the music industry to the fashion industry, and it was a match that brought rich rewards to the Versace brand. He was the first-ever to realize the value of the celebrities sitting in the front row, and the media attention like never before. This started a trend and everyone in the industry just followed his footsteps.
After the murder of Gianni Versace in 1997, his sister Donatella, formerly vice-president, took over as creative director, and his older brother Santo Versace became CEO. Donatella Versace has been the Artistic Director of Versace ever since and has steered the brand into the 21st century. Today, Versace represents its heritage through its strong and fearless designs, while addressing a new global audience which continues to strengthen Versace’s position in contemporary culture.
Versace went from a small boutique in Milan to being an iconic brand worth millions, in less than a decade.
The house of Versace continues to be as Gianni wanted it to be - Half Royalty and Half Rock and roll.
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