
The story of Versace begins in a high fashion boutique, a place steeped in the art of ancient Greece, where a child appreciated the Iliad, the Odyssey and the Aeneid. This is the kingdom where the story of Gianni Versace began, or as it is currently known, Versace, an Italian fashion house that today is one of the leading fashion houses in the world.
Founded in 1978 by Gianni Versace, who named the prestigious brand after him, Versace quickly became a fashion icon. Gianni created dresses for plays and films and was one of the first designers to link fashion to the music industry and celebrities. He was friends with figures such as Eric Clapton, Diana of Wales, Naomi Campbell, Madonna, Cher, Elton John, Sting and many other stars.
Gianni Versace was born on December 2, 1946 in Reggio Calabria, Italy. He grew up there with his siblings, under the care of his parents. At an early age, he began his apprenticeship by accompanying his mother at work, who owned her own fashion boutique. As a young man, Gianni began working with his mother while studying architecture. However, after finishing his studies, he moved to Milan at the age of 26 to work in fashion design.
In the 1970s, his designs caught the attention of brands Genny and Callaghan, and he was hired to design their collections. Years later, thanks to his success as a designer, he was encouraged to present his own signature collection. That’s how in 1978 he founded his own brand, opening the first Versace boutique in Milan, Italy, gaining immediate popularity.
Versace stood out for his innovative and bold designs, which combined classical art with a modern and provocative style. His focus on glamor and sensuality revolutionized the fashion industry and attracted a high-profile clientele. The brand became synonymous with luxury, extravagance and sophistication.
Gianni Versace controlled all aspects of his brand, from design to marketing, and achieved global fame in the 1980s thanks to his association with entertainment stars. Hollywood celebrities and pop music singers began wearing his creations to concerts, parties and movies. His well-known clients included Elizabeth Taylor, Elton John and Diego Armando Maradona, among many others. Versace imposed an exuberant and striking aesthetic, using vibrant colors, fluorine tones, baroque and gold elements, even vampirizing aesthetics from the last century.
Gianni Versace created an unmatched style that combined extravagance, luxury, revolution and appeal. This approach displeased many conservatives in the world of haute couture, who considered his looks too scandalous and vulgar. However, the negativity did not stop the famous Italian designer; On the contrary, he gave her more strength to maintain his brand as a symbol of rebellion against established norms.
Since the 1980s, Versace shows have attracted the attention of celebrities. Versace was very strict about not allowing paparazzi or crazy fans in, guaranteeing a world of exclusivity for the stars. This success was complemented by innovative advertising campaigns starring the most famous celebrities of the moment. Once established in Europe, the brand expanded its empire to the United States and the rest of the world.
Supermodels also became loyal followers of Versace, marking the golden age of supermodels with legendary names such as Cindy Crawford, Linda Evangelista, Kate Moss and Naomi Campbell. In 1982, the brand began designing, marketing and distributing luxury clothing, accessories, jewelry and home furnishings. Versace boasted luxury in tune with the era of Ronald Reagan and consumerism, reflecting the stereotypes of the young American executive and rock stars with great fortunes.
The medusa and the fretwork, of classical origin, became unmistakable hallmarks of the Versace house, associated with opulence and displayed in the foreground on bags, footwear, swimsuits, jewelry and more. Unlike other more discreet fashion houses, Versace also created more affordable items that reached a middle-class audience, helping the Italian house rise.
The company gained international fame in 1994 during the release of Marc Webb’s comedy Four Weddings and a Funeral, which became synonymous with the revival of British cinema. Cameras were looking for popular cast members Andie MacDowell, Hugh Grant, Kristin Scott Thomas and Rowan Atkinson, but they were not there ready for Elizabeth Hurley and her black dress with gold safety pins, deep neckline and the iconic medusa, one of the designer Versace’s most famous garments.
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The next day, the front pages of the newspapers were not talking about a huge Wilkinson lawsuit, but rather they had all been overshadowed by Elizabeth Hurley and her iconic Versace dress, which would later be known simply as “THAT DRESS.” The jellyfish logo was immortalized, becoming an unforgettable emblem. The message behind the dazzling golden image was clear: once the famous designer’s creation was seen, there would be no turning back. Just as in mythology, the jellyfish petrified anyone who looked at it, so Versace captured everyone with the brilliant world of him.
The summer of 1997 brought tragedy. On the morning of July 15, in Miami, while returning from his usual walk along Ocean Drive, Gianni Versace was murdered in front of his mansion overlooking the sea.
Andrew Cunanan shot him from behind twice in the head, killing him instantly. After the murder, Cunanan hid on a houseboat in Miami until he was found by police two months later. Before they entered the house where he was, Cunanan committed suicide with the same gun he used to kill Versace.
Gianni Versace was buried in the town of Como, Italy. In September 1997, it was announced that Santo Versace and Jorge Saud would be the new owners of the Versace assets. Santo took over as manager, and his sister Donatella Versace became the new creative director of the design department. That same year, Elton John released an album dedicated to Gianni Versace titled “The Big Picture.”
In his will, Gianni Versace left his partner, Antonio D’Amico, who was the designer of the Versace sports line, a lifetime allowance of 50 million lire (approximately $26,000) and the right to occupy any of his residences in Italy. or the United States. Additionally, he left 50% of his fashion empire to his niece Allegra Beck, daughter of Donatella Versace. Upon coming of age in 2004, Allegra inherited around $500 million and 50% of the Versace company, giving her the final say in the sale and other details of the clothing line. Allegra was just 11 years old when her uncle was murdered.
I hope you enjoyed this story about Gianni Versace and his iconic brand. Let us know what you learned and don’t forget to visit our channel for more fascinating jewelry and fashion content.
Currently, the Versace Group is made up of various lines that cover multiple aspects of fashion and luxury. These lines include Gianni Versace Couture, Versace Jeans Couture, Versace Home Collection, and Versace Collection. In addition to clothing and accessories, the brand operates the Palace Versace Hotel. All of these lines are directed under the careful supervision and guidance of creative director Donatella Versace.
The main line, Gianni Versace Couture, offers high-quality, often handmade, clothing, jewelry, watches, fragrances, cosmetics and furniture. This is traditionally the only line presented on the catwalks of Milan Fashion Week. Haute couture dresses in this line can cost around $10,000, and a suit around $5,000. Donatella Versace directly runs this line and designs many of the products.
Donatella Versace has relentlessly maintained the direction of the brand, learning well the formula from her brother Gianni: associating the brand with celebrities is infallible. 19 years ago, she dressed Jennifer Lopez in the famous “Jungle Dress” for the 2000 Grammys, which immediately became one of the most iconic dresses in the fashion world. This dress was recently redesigned, causing the same impact as the first time. In addition to Jennifer Lopez, Donatella has dressed celebrities such as Madonna, Christina Aguilera, Demi Moore, and Lady Gaga, among many others.
On the other hand, Allegra Versace has chosen to stay away from the cameras and glamour, showing an attitude contrary to that of her family and the brand she represents. Although she studied art history and music, and received a piano as a gift from Sir Elton John himself, Allegra preferred to focus on her studies in the United States and worked backstage in Broadway productions under the pseudonym “B.” so as not to be recognized by her last name. However, the constant attention of the paparazzi has always followed her, something the heiress has found difficult to handle.
Versace continues to have celebrities and top-notch models who wear its clothes and support the brand. Finally, on September 25, 2018, the American group of fashion Michael Kors Holdings made official the purchase of the Italian house Versace, valued at 2.12 billion US dollars.
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