How was the Versace brand created?

Versace is one of the world’s most recognized luxury fashion brands, synonymous with opulence, bold design and Italian craftsmanship. The Versace story begins with a visionary designer, a strong Italian heritage, and an ambition to redefine fashion.

Gianni Versace: The visionary behind the brand

Born in Reggio Calabria, Italy, in 1946, Gianni Versace was introduced to fashion at an early age. His mother owned a small tailor shop where he learned the art of clothing design and craftsmanship. As a young boy, he spent hours watching his mother sew and design garments for clients, which deeply influenced his passion for fashion. Gianni’s early exposure to the intricacies of design and his natural talent laid the foundation for his future career in fashion.

After briefly studying architecture, Gianni moved to Milan in the early 1970s to pursue a career in fashion. He worked as a freelance designer for various brands, including Genny and Complice, before launching his own label. His understanding of textiles, color and innovative techniques set him apart in a competitive industry. Gianni’s designs were characterized by boldness and originality, reflecting his unique vision and daring approach to fashion.

The launch of Versace in 1978

In 1978, Gianni Versace founded his own fashion company, Gianni Versace S.p.A., in Milan. His first women’s collection, “Gianni Versace Donna,” debuted that same year to widespread acclaim for its bold prints, innovative cuts, and fearless use of color. The collection set the tone for the brand’s signature aesthetic: a combination of Greek and Roman influences, Baroque motifs and contemporary fashion elements. The brand’s first boutique opened on Milan’s Via della Spiga, showcasing Gianni’s designs in a luxurious setting.

Shortly thereafter, Versace introduced a men’s collection, further cementing his reputation as a designer who pushed boundaries. His designs were unconventional, blending modernity with historical inspiration. Versace’s daring approach quickly caught the attention of celebrities, musicians, and royalty, who were drawn to the brand’s unique style and luxurious appeal.

The Versace Signature Style

Versace became known for its flamboyant and extravagant designs, often incorporating rich fabrics, metallic embellishments, and bold patterns. Gianni Versace embraced Italian artistry, using high-quality materials and intricate detailing to create garments that exuded luxury. The brand’s famous Medusa logo, inspired by Greek mythology, symbolized power, seduction and uniqueness. Gianni believed that wearing Versace should make you feel confident and unstoppable. This vision resonated with customers around the world and led to the brand’s rapid success.

Some of Versace’s most iconic designs include the safety pin dress worn by Elizabeth Hurley and the green jungle print dress worn by Jennifer Lopez. These designs showcased Gianni’s ability to create memorable and striking fashion statements that captured the public’s imagination.

Versace’s expansion beyond fashion

As the brand grew, Versace expanded into other areas of fashion and lifestyle. In the 1980s and 1990s, the company introduced accessories, fragrances, and home decor lines, expanding its reach beyond clothing. Versace fragrances, such as Gianni Versace for Women and Versace Man, became popular for their distinctive scents and luxurious packaging. The brand’s home collection featured opulent designs that reflected the same bold aesthetic as its fashion lines.

Gianni also revolutionized the fashion industry by transforming runway shows into grand, theatrical events. He was one of the first designers to recognize the power of celebrity endorsements and collaborations, often featuring famous models and musicians in his campaigns. Versace’s runway shows became must-see events, known for their extravagance and star-studded guest lists.

Notable collaborations and cultural influence

Versace has collaborated with various artists and brands, further cementing its status as a cultural icon. The brand’s 2011 collaboration with H&M brought high-end fashion to a wider audience, featuring vibrant prints and luxurious materials at affordable prices. Versace has also partnered with Lamborghini and AgustaWestland to create luxury cars and helicopters, demonstrating the brand’s versatility and influence beyond the fashion world.

In popular culture, Versace has been featured in numerous films, television shows and music videos. The brand’s association with celebrities and its iconic designs have made it a staple in popular media. The television series American Crime Story: The Assassination of Gianni Versace” brought the designer’s story to a wider audience, highlighting his impact on the fashion industry and his tragic death.

News Cafe and the Versace Legacy in Miami

Miami has always been a city that embraces glamour and style, making it the perfect place for Versace’s influence to flourish. Located in the heart of South Beach, News Cafe offers a unique blend of history, culture and fine dining. Known for its welcoming atmosphere, it was one of Gianni Versace’s favorite haunts, where he often visited for morning coffee or a casual meal. Today, visitors can enjoy a delicious meal at News Cafe while exploring Miami’s deep connection to the fashion icon. Reserve your table now. 

Gianni Versace’s love for Miami led him to purchase the iconic Casa Casuarina, a luxurious mansion on Ocean Drive, in 1992. The mansion, now known as Villa Casa Casuarina, became a symbol of Versace’s opulent lifestyle and continues to attract visitors from around the world.

Versace After Gianni: The Evolution of the Brand

After Gianni Versace’s tragic death in 1997, his sister, Donatella Versace, took over as creative director of the brand. She maintained the brand’s core aesthetic while evolving it to reflect contemporary trends. Under her leadership, Versace continued to grow, introducing new collections, collaborating with artists, and expanding into global markets.

Donatella’s vision for Versace has focused on embracing the brand’s heritage while pushing the boundaries of fashion. She has continued Gianni’s legacy of creating bold and innovative designs that capture the spirit of the times. Under her leadership, Versace has remained at the forefront of the fashion industry, constantly reinventing itself while staying true to its roots.

In 2018, Versace was acquired by Michael Kors Limited, which later became Capri Holdings Limited. This acquisition created a new luxury group that includes Versace, Michael Kors, and Jimmy Choo. Through this acquisition, Versace has been able to expand its reach and continue to innovate in the fashion industry.

Today, Versace remains one of the most influential luxury fashion brands, with a legacy firmly rooted in innovation, daring, and Italian craftsmanship. The brand’s enduring appeal is a testament to Gianni Versace’s vision and his family’s continued efforts to uphold his creative legacy. Versace’s impact on fashion and popular culture is immeasurable, and the brand continues to inspire and captivate audiences around the world. As Versace looks to the future, it remains committed to pushing the boundaries of fashion and maintaining its status as a cultural icon.