Leaving a lasting fashion legacy
After 29 years as Creative Director, Donatella Versace has stepped down from her role at what is arguably considered one of the most influential fashion brands of the modern era. On March 13, the fashion world was shocked as news broke across major publications, including Vogue, Women’s Wear Daily, Vanity Fair, Harper’s Bazaar, and international press outlets, that Donatella Versace would transition into a new position as brand ambassador for the House of Versace. This announcement followed the appointment of Dario Vitale, a 41-year-old designer and the former image director of Miu Miu, the contemporary sister brand of Prada, which is reportedly making moves to acquire Versace.
Following the death of her brother, Gianni Versace, founder of the luxury brand, who was gunned down by serial killer Andrew Cunanan on the steps of his Miami mansion in 1997, Donatella had mere months to complete the fall line set to debut that September. This moment marked a monumental shift in the fashion industry, as Gianni Versace’s polarizing, glamorous designs had firmly established themselves in pop culture and defined the ’90s aesthetic, particularly during the era of the supermodel. Icons like Linda Evangelista, Naomi Campbell, Christy Turlington and Cindy Crawford attribute their fame to the late Gianni Versace.
However, it wasn’t until the Spring/Summer 2000 collection for Versace that Donatella truly made the brand her own. She debuted the iconic silk chiffon jungle print (barely-there) scarf dress, famously worn by Jennifer Lopez at the 2000 Grammy Awards. In that instant, Donatella Versace cemented her place in the spotlight, becoming a pop culture icon herself. Her image was parodied on SNL, and her iconic platinum blonde hair was immortalized in the 2013 song “Donatella” by Lady Gaga, which celebrated the extravagant lifestyle of the quintessential Italian woman.
Donatella’s close relationship with the music industry played a key role in her rising fame, with collaborations with Madonna, Dua Lipa, Lady Gaga and Elton John becoming defining moments in the cultural landscape. Collection after collection, Donatella Versace expanded the brand, surpassing the vision and ambitions of her brother. She created the Versace Hotel in Australia, expanded Versace Jeans Couture, Versus and grew the Atelier Versace couture house.
In the game of musical chairs among creative directors, gone are the days of designers staying at the helm of their own namesakes for decades. Donatella’s decision to step aside signifies a changing of the guard among the old-school fashion elite. While a new generation of designers aspire to contribute to already established houses, it is rare to have the opportunity to continue wearing the art designed by a person whose name still remains on the label. Although the House of Versace will continue and no doubt last for generations, it’s hard to imagine a season without Donatella’s Versace. The opulence, the excess, and the overt glamour that only Donatella could conceptualize have left a lasting impression on the fashion world—an impact from a talent that comes once in a lifetime.
