STORY BEHIND THE STYLE: VERSACE
“Don’t be into trends. Don’t make fashion own you, but you decide what you are, what you want to express by the way you dress and the way you live.”
EARLY BEGINNINGS
Gianni Versace was born in 1946 Reggio Calabria, Italy. Growing up in the Southern mainland, he worked for his mother's dressmaking boutique, learning to sew and eventually falling in love with fashion. His interest in design led him to relocate to Milan in 1972 and work with a range of Italian designers, including Genny, Callaghan, and Complice. 6 years later, Gianni founded his eponymous house, Versace, with his brother, Santos, as head of finance and his sister, Donatella, as creative director. The brand's first boutique was on Via Della Spiga in Milan.
Santos, Donatella, and Giovanni (aka) Gianni Versace
THE MEDUSA HEAD
Gianni chose the iconic Medusa head as the house's symbol, inspired by his childhood days spent playing in Reggio Calabria's ancient ruins with his siblings. Gianni felt the Greek myth of Medusa's power and desire was aspirational to what his family was building at Versace. Anyone who falls in love with Versace will be in love indefinitely. Gianni even went as far as claiming, "When it came time to choose a symbol, I remembered one ancient myth: whoever loves Medusa has no salvation. So why not assume that if Versace conquers someone, then he will have no way back?"
Giselle Bündchen at Versace Fall/Winter 1999 show
BRAND DNA
Versace quickly built a reputation for their maximalist approach to style, often designing garments with vibrant colors and sexy silhouettes. Heavily inspired by the women in his life, Gianni used unconventional materials such as safety pins to create garments as an ode to his mother during her boutique fittings. His technical abilities were just as profound as his creative mind. In his Fall/Winter 1982-1983 collection, Gianni created a new material of mesh-like metal that was fluid against the body. These early days of innovation and provocative design laid the groundwork for the Versace legacy.
Naomi Campbell, Gianni Versace, and Christy Turlington at Versace Spring/Summer 1994 show
CELEBRITY STATUS
A fundamental part of the brand's legacy not only lies in the clothing produced, but the social impact Gianni had throughout 80s and 90s culture. The beloved designer was known for being among the first to fill the front rows of his fashion shows with A-list celebrities at the height of their fame, such as Michael Jackson, Madonna, Princess Diana, Elton John, and more. He is also credited with popularizing the concept of "the supermodel," specifically in his 1991 show that featured Linda Evangelista, Naomi Campbell, Cindy Crawford, and Christy Turlington walking arm-in-arm.
The "Big Four" at Versace Fall/Winter 1991 show
VERSACE AFTER GIANNI
Gianni Versace presented The Atelier Versace Fall/Winter 1997 show, which would be a premature end to his involvement with the brand. 9 days after the Paris-based show, Gianni was killed outside his Miami mansion in the early morning. The sudden tragedy caused the Versace family to stand in unity to continue Gianni's legacy. His sister Donatella took over his role shortly after his passing and created an empire honoring her brother's ideals.
Santos, Donatella, and her daughter, Allegra at Gianni's Funeral 1997
In 2025, Donatella stepped down as creative director after roughly 30 years. Still heavily involved in the brand, Donatella became Chief Brand Ambassador, and Versace appointed Dario Vitale of Mui Mui in March. After Vitale's first and only collection the following September, he announced his departure in December after Prada Group acquired the brand. In the upcoming season, Versace will be led by creative director Pieter Mulier.
Versace Spring/Summer 2026 campaign
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