Donatella Versace - Designer, Creative Director of Versace

[Xone]

I'm gonna need the BRANDING back. The campier and tackier the better.

Yes! they need to watch back in order to move forward....

 

[Lola701]

I'm gonna need the BRANDING back. The campier and tackier the better.

Would you buy it though?

 

[Scotty]

Would you buy it though?

I would happily buy merch with Donatella's face on it.

Versace Spring Summer 2004 T-shirt

 

[bc collector]

Can a brand like Versace be reduced to a camp cult?

 

[brandon J pierre]

And we want all women. I hate when they mix both shows in one. It feels more like a trunk show and ruins the flow.

Yeah that doesn't work for them it's too massive of a house they need Men shows and women shows

 

[blueorchid]

Can a brand like Versace be reduced to a camp cult?

Hasn't that already happened?

 

[reese06]

I would happily buy merch with Donatella's face on it.

Versace Spring Summer 2004 T-shirt

They could probably lean into this now but if I recall people were upset at the DV merchandise that same from this collection. It was a menswear show I think and some of the belts etc had gothic DV hardware?

People thought it was disrespectful to Gianni but she has cemented herself long enough that I think it would be fine.

Someone correct me if I’m wrong on the details or if you recall please

 

[proseccotabis]

Casting has been problematic for years. Raf Simons type of models walking Versace ugh

We want the hunks, the brazilians back!

And Isabeli Fontana! I wonder what happened there, we haven’t seen her on the Versace runway since like ‘05?

 

[lhhbl]

And Isabeli Fontana! I wonder what happened there, we haven’t seen her on the Versace runway since like ‘05?

Apparently she had a feud with a Versace stylist back then (heard at a podcast)

 

[GoldenPetals]

Yeah I remember hearing something about this. I can't believe Donatella didn't step in or something Isabelli is a Versace STAPLE, right up there with Gisele.

 

[Lola701]

Yeah I remember hearing something about this. I can't believe Donatella didn't step in or something Isabelli is a Versace STAPLE, right up there with Gisele.

Im glad that for a designer, the stylist is « more important » than the model…Unless its the fit model.

 

[Phuel]

Versace was actually glorious when there wasn’t a trace of Gianna Versace LMFAO

Gianni Versace is the personification of eurotrash, and neither time nor sentimentality/sensitivity to his passing has convinced me the label is anything but that. But when Donatella took the reign, and for that brief period of time in the late-90s, she elevated the brand to such impressive and unexpected highs. Unfortunate that it returned to its eurotrash roots sometime by the 2000s. The campaigns remained impressive when it was casting models and not celebs. Nowadays, it’s a pathetic eyesore through and through: Fashions, presentations, campaigns. Install Harris Reed/Law Roach/Kim Jones person as CD for all I care.

 

[carla56]

I visited a big Versace outlet yesterday here in Italy... I was so disgusted and embarrassed by the ugliness of the merchandise and the poor quality of any category. I find it shameful that a brand with such a history is reduced to this, and I am angry with Donatella for accepting that it has fallen so low. My only hope is that Versace can be acquired by a conglomerate that knows how to handle a true luxury brand, but unfortunately I fear that Capri does not care and only wants to sell to whoever offers the most.

 

[Alquimista]

Versace was actually glorious when there wasn’t a trace of Gianna Versace LMFAO

Gianni Versace is the personification of eurotrash, and neither time nor sentimentality/sensitivity to his passing has convinced me the label is anything but that. But when Donatella took the reign, and for that brief period of time in the late-90s, she elevated the brand to such impressive and unexpected highs. Unfortunate that it returned to its eurotrash roots sometime by the 2000s. The campaigns remained impressive when it was casting models and not celebs. Nowadays, it’s a pathetic eyesore through and through: Fashions, presentations, campaigns. Install Harris Reed/Law Roach/Kim Jones person as CD for all I care.

What exactly is "trash" about Versace? It's an italian pret a porter brand that moved fashion foward just like Armani did. Many other italian designers were doing their thing in the 80's but only Versace remained relevant. The relevance of Versace among the young is something to be commended, it's rare. No other italian brand has that level of cultural relevance.

Maybe your perception of the brand is influenced by an anglo saxonic idea of chic dressing. And it's not the first time I see people suggest that there is no elegance in Versace.

 

[proseccotabis]

I visited a big Versace outlet yesterday here in Italy... I was so disgusted and embarrassed by the ugliness of the merchandise and the poor quality of any category. I find it shameful that a brand with such a history is reduced to this, and I am angry with Donatella for accepting that it has fallen so low. My only hope is that Versace can be acquired by a conglomerate that knows how to handle a true luxury brand, but unfortunately I fear that Capri does not care and only wants to sell to whoever offers the most.

I’m presuming you’re talking about Serravalle. Been there too, and it’s horrid.

 

[Lola701]

Versace was actually glorious when there wasn’t a trace of Gianna Versace LMFAO

Gianni Versace is the personification of eurotrash, and neither time nor sentimentality/sensitivity to his passing has convinced me the label is anything but that. But when Donatella took the reign, and for that brief period of time in the late-90s, she elevated the brand to such impressive and unexpected highs. Unfortunate that it returned to its eurotrash roots sometime by the 2000s. The campaigns remained impressive when it was casting models and not celebs. Nowadays, it’s a pathetic eyesore through and through: Fashions, presentations, campaigns. Install Harris Reed/Law Roach/Kim Jones person as CD for all I care.

Hmm….
Gianni cleaned up the image of the brand already by the time of his passing.
And tbh the trashy, raunchy part of Versace was really like 4 years (from 1991 to 1995) of Gianni’s whole career. And it’s really more or less trashy because Versace was more nuanced than that.
And while the 1996 and 1997 collections were still bold and sexy, the informed a softer, classier side of Versace.

But it’s almost impossible for people to not associate Versace with the 1992 and 1994 collections. Those are the collections that shaped the mass’s idea of Versace.

I think Donatella’s collections in the early 2000’s didn’t helped the brand at all. Yes, she had some glorious moments (SS2001, FW2003, the Ateliers collections from 2000) but for the most part, it was too much.

And I think the persona of Donatella didn’t helped either…Despite the fact that she is an icon.

I think her collections starting from SS2007 attracted a new clientele. A lot of women who didn’t recognized themselves as Versace women had there a real fashion proposition. It was also at that time that she distanced herself from the barocco prints, the logos everywhere.

And I think there’s a real dichotomy with Versace. A lot of people enjoy the trash side for what it represents but would never wear it.

And when I think of Versace hits this decade (SS2016, FW2018 among others), I think the success was that it was bold without the trash.

 

[Phuel]

^^^ Versace is... appreciated in fashion. Just like Olivier’s Balmain and LaQuan Smith are appreciated in fashion. That doesn’t mean they’re not tacky AF, nor that I would touch their wears with a 10-mile pole LOL

What exactly is "trash" about Versace? It's an italian pret a porter brand that moved fashion foward just like Armani did. Many other italian designers were doing their thing in the 80's but only Versace remained relevant. The relevance of Versace among the young is something to be commended, it's rare. No other italian brand has that level of cultural relevance.

Maybe your perception of the brand is influenced by an anglo saxonic idea of chic dressing. And it's not the first time I see people suggest that there is no elegance in Versace.

It’s all good if you don’t see the trashier side of high fashion that’s epitomized by Gianni and Donatella Versace and their sensibility. If you perceive their aesthetic as elegant— that all good as well. And no doubt their vision of fashion has been influential, endured and become a standard. All this still doesn’t make the brand any less trashier.

The brand Versace is synonymous with the brand of excessive wealth that's flaunt/flex/favoured in an environment like… Vegas. And there are Vegases and its denizens all around the world. Just because it’s an environment with a people where wealth and glitz are prominently— and grossly displayed, doesn’t make it elegant nor stylish. Expensive can still be pure trash.

 

[PDFSD]

Hmm….
Gianni cleaned up the image of the brand already by the time of his passing.
And tbh the trashy, raunchy part of Versace was really like 4 years (from 1991 to 1995) of Gianni’s whole career. And it’s really more or less trashy because Versace was more nuanced than that.
And while the 1996 and 1997 collections were still bold and sexy, the informed a softer, classier side of Versace.

But it’s almost impossible for people to not associate Versace with the 1992 and 1994 collections. Those are the collections that shaped the mass’s idea of Versace.

I think Donatella’s collections in the early 2000’s didn’t helped the brand at all. Yes, she had some glorious moments (SS2001, FW2003, the Ateliers collections from 2000) but for the most part, it was too much.

And I think the persona of Donatella didn’t helped either…Despite the fact that she is an icon.

I think her collections starting from SS2007 attracted a new clientele. A lot of women who didn’t recognized themselves as Versace women had there a real fashion proposition. It was also at that time that she distanced herself from the barocco prints, the logos everywhere.

And I think there’s a real dichotomy with Versace. A lot of people enjoy the trash side for what it represents but would never wear it.

And when I think of Versace hits this decade (SS2016, FW2018 among others), I think the success was that it was bold without the trash.

Gianni cleaned up the image of the brand already by the time of his passing.

This era!!!! i wished she brought back or build upon but it never happened even Versus that time could been the Miu Miu of now it was sharp and clean and enough lifestyle in imagery to keep building on it ...........from even earlier Bruce Weber look books with styling of Joe McKenna of 90´s are still many effortless image direction that is elevated and easy to reuse for now.

there are many timeless sharp and cool and effortless imagery of versace archives to make the brand relevant classy touch of trashy fun (like miu miu smartly incorporates) and cool again, i just think they never really did a proper reset of direction and stuck with it for enough time for it to be a current clear image.

the bold parts can be there always but should always have strong image that is not tacky and too pop , if not it just keep attracting the the PP type client that dominates its main image of type of person to wear it .

where as a miu iu item worn by a sexy miami architype client miu miu brand still up hold its own brand image of being smart and quirky etc

i think nobody talk often enough in media or study how a brand image /perception can override mostly the non traditional clients (wearing and buying ) associated or projected by the brand it self like hermes surpass all typology of the diverse people wanting to have a birkin etc

i think it's one metric of success of a brand when you fit in so many people's life or desires but still hold your brand ID dream ideal client as the general market perception of what you stand for.

In versace case they are associated with who is wearing the brand the loudest and not crafting their own image because it's all over the place their pillars for the brand what is should stand for are.

​

 

[lagerfeld]

versace only has great gowns beautiful gowns and that's fine

 

[Lola701]

^^^ Versace is... appreciated in fashion. Just like Olivier’s Balmain and LaQuan Smith are appreciated in fashion. That doesn’t mean they’re not tacky AF, nor that I would touch their wears with a 10-mile pole LOL

But it’s different because Versace’s tackiness has always been associated with the idea of creativity. Yes, it’s sexy, tacky but it’s exquisite. I think it’s Janie Samet who said that Gianni elevated bad taste to Art.

And the reality is that because Gianni was recognized for his genius, he was able to dress a wild range of women. And this is something that Donatella has also managed to do. She dressed Michelle Obama, Angelina Jolie, Nicole Kidman and other women who are far from vulgar and trashy.

It’s a bit the same with Balmain. Yes it’s sexy, trashy but it’s also seriously done. And Balmain had that chance with the blazers and jeans who became it pieces and then staples from the house. Decarnin during his era dressed Audrey Tautou and Celine Dion. Even Olivier, today he can dress Beyonce, who is tacky in a very showgirl way, and Brigitte Macron who has to be the representation of a classic bourgeoise First Lady.

It’s a bit like Alaia. When we look at the Alaia shows from the 80’s and early 90’s and compare it to the line up of women he was dressing, the gap is insane.

Laquan Smith is not there yet.
And the reality is that Versace has managed to build that empire because it was more than that. There’s a plateau reached by Versace that Cavalli, Dsquared2 or Laquan Smith (who are more in a similar vain) will never reach.