Versace, an italian luxury
Versace S.p.A. is an Italian luxury brand House based in Milan. It was founded in 1978 by the famous designer Gianni Versace who’s known for a popularized bold fashion glamorous lifestyle. Versace is today a trend name, with its characteristic prints, beautiful dresses and, as well, an accentuated quirky style. The Italian brand succeeded in building an empire in the big fashion world. We have a lot to say about the story of the brand, marked by the murder of Gianni Versace in 1997, its creator, who knew how to impose his personal vision of fashion, which 23 years after, still got a worldwide aura.
Versace’ Saga
Gianni Versace, the founder of the brand was born on 2nd December 1946 in Italy. One of the best ways of describing him is, according to Stefania Saviolo, director of the luxury and fashion centre in Milan, that he was “a 360-degree creator, a true artist, he had a pure creative vision on colours and materials”.
Let’s go see the story of the Versace luxury House.
Let’s start with 1972, Gianni Versace is known to be an up-and-coming fashion designer. During this year, he haddesigned his first collection for Callaghan, Genny, and Complice. This first collection had a lot of success but his ambition to create his own fashion brand is more marked than ever.
In 1978, Gianni Versace’s dream came true when he opened his own first Versace’s clothing boutique in Milan. With his own first collection, the personal and specific aspect of fashion became obvious. It’s only in 1982 that the company decided to expand their offer by selling furniture and perfume as well as accessories.The success of the brand is undeniable, particularly concerning clothing. With this success they decided in 1989 to extend their collection making it more accessible and younger.
While Gianni Versace was at the height of his fame, he was assassinated by Andrew Cunanan in 1997 in his own house in Miami Beach. This tragic event put the brand in a dark period. After that, the House was taken over by Donatella Versace, Gianni’s sister, who took the role of artistic director and Santo Versace, his brother , became the CEO of the company. 20 years after the death of Gianni, his siblings decided to create a collection as a tribute to their brother in 2017.
The Versace Medusa
Who doesn’t know the Versace logo, the head of Medusa, the Greek mythological emblematic figure of the House? The Gorgon medusa is without a doubt one of the most famous symbols in the fashion industry. This emblem was chosen due to Versace’s fascination with the Greek mythology. This symbol turned out to be a classic, in that it means “pure authority”, “attractiveness” and “fatal fascination” the three fundamental characteristics of Gianni Versace’s medusa.
An established notoriety
Versace is one of the most prestigious and respected international creative Houses. It is famous for dressing the most glamorous celebrities in the world. From the 80s, Madonna, Elizabeth Hurley, Princess Diana as well as Elton John became devoted to the brand. In the 90s, Versace is surrounded with supermodels, Carla Bruni, Claudia Schiffer, Naomi Campbell, Cindy Crawford or Helena Christensen, who help to increase the aura of the House. Today, multiple celebrities are wearing the fashion work of Versace like Jennifer Lopez, or Lady Gaga.The brand today, has a lot of collaboration and proves more than ever the prestigious side of the brand.
Also, the brand is very present from a digital point of view with active and entertaining social network accounts like Twitter, Facebook, Instagram etc … and has a clear and accessible online website. We can definitely say that the brand is in tune with present time and has upset today’s codes with its fashion an. and original communication.
“I think it’s the responsability of a designer to try to break rules and barriers “
Gianni Versace
