How Versace Revolutionized the Fashion Industry

One of the most recognizable names in the world, Versace is an international luxury house that has established itself as a leader in fashion and culture. Founded in 1978 by Italian fashion designer Gianni Versace, the brand revolutionized a distinct look that the house has remained true to throughout its iconic history. Until recently the company has been overseen by Gianni’s sister, Donatella Versace.

The Origins of the Logo

A symbol of luxury and opulence, the Versace logo is one of the most identifiable emblems in the world. The logo features the head of Medusa, a key figure in Greek Mythology. Gianni Versace personally selected and designed the Medusa head to be the brand’s logo because he believed it represented the bold and powerful image he wished to convey within his designs. In his childhood Versace recalled exploring the ruins of an ancient Roman villa in his hometown of Reggio Calabria where he discovered mosaics and artwork that featured images of Medusa. These early memories helped inspire what would later become the iconic symbol of the Versace fashion house.

Versace’s Genius Marketing Tactics

Gianni pioneered the idea of marketing fashion through celebrities. Versace was not a brand renowned for Haute Couture runways, instead they built a reputation by dressing celebrities in luxury for red carpets. Throughout the 80’s and 90’s, Versace became the most popular brand on the red carpet, boosting their prominence on the runway as well.

The brand further established its name at the Met Gala. In 1995, Anna Wintour transformed the Met Gala into one of the most influential fashion events in the world. Since the 1995 Met Gala Versace has continuously been one of the most worn designers on the Met Gala Carpet. In addition to the importance of marking via celebrities, Gianni went as far as to dress Princess Diana for events. Princess Diana quickly became the poster girl for Versace in the 90s. Today the close relationship between Versace and celebrities remains strong, Versace looks can be seen everywhere from on the stage, to on the carpet, and even on royalty.

The Faces of Versace

Versace’s use of celebrity ambassadors over the years has elevated the house’s public image. The faces and muses of a global fashion house such as Versace, have a crucial role in the public’s perception of that brand. Some of the most iconic celebrities has represented Versace such as Lady Gaga, Elton John, Dua Lipa, Madonna, Jennifer Lopez, Anne Hathaway, Cillian Murphy, Hyunjin of StrayKids, and NingNing of Aespa.

Versace and Supermodels

Gianni Versace is widely credited with establishing the status of Supermodel. His Fall 1991 show, often referred to as the "Freedom! '90" show, set the standard for show casting. Naomi Campbell, Christy Turlington, and Linda Evangelista who became known as the “holy trinity” of supermodels appeared in George Michael’s legendary "Freedom! '90" music video. Gianni Versace devised the genius plan to have the three models close his Fall 1991 catwalk while lip-syncing the "Freedom! '90" song. The music video cameo along with the iconic runway skyrocketed into fame and the already renowned models earned an international supermodel status.

At Versace’s Spring 2018 Milan Fashion Week show Donatella followed in her brother’s footsteps and shook the fashion industry with another iconic model casting. As Donatella came out to take her bow Naomi Campbell, Cindy Crawford, Carla Bruni, Claudia Schiffer, and Helena Christensen held hands and walked the runway together, to the sound of “Freedom! ‘90”. Following these two iconic runways Versace has continuously cast the most prominent models advancing their status to a super level. Some of the more recent iconic models to walk for Versace have been Gigi and Bella Hadid, Kendall Jenner, Irina Shayk, Kaia Gerber, and Emily Ratajkowski.

A New Era of Versace

Versace is recognized for keeping the Italian house in the family. Gianni Versace founded and operated the fashion house up until his tragic death in 1997. Following the assassination of Gianni Versace, his sister, Donatella Versace, took over as the creative director of Versace. The first time the Versace family gave up any ownership of the house was in 2018 when the Versace family sold its controlling interest in Versace, alongside a 20 percent slice owned by Blackstone, to US group Capri for €1.83 billion. However, Donatella remained in control as chief creative director. As of April 1st, 2025, for the first time in the 47-year history of Versace, a creative director has been appointed who is not a part of the Versace bloodline. Italian fashion designer, Dario Vitale, has been named the new creative director of Versace while Donatella takes on a new position as chief brand ambassador. Donatella addressed the leadership change saying, “It has been the greatest honor of my life to carry on my brother Gianni’s legacy. He was a true genius, but I hope I have some of his spirit and tenacity. In my new role as chief brand ambassador, I will remain Versace’s most passionate supporter. Versace is in my DNA and always in my heart.” Furthermore, as of April 10th Prada Group has acquired the Italian house from Capri Holdings. This acquisition will be extremely beneficial for Versace’s sales. While the end of the Versace family’s leadership marks a bittersweet moment, the house appears to be in good hands with Vitale— and the bloodline connection between the brand and the Versaces remains tightly woven.

References

Cartner-Morley, J. (2018, August 17). How Gianni Versace and George Michael's “Freedom! ’90” changed fashion forever. Fashionista. https://fashionista.com/2018/08/gianni-versace-the-supers-models-freedom-90

Okwodu, J. (2023, March 10). The OG supermodels owned the Versace runway last night. Harper’s Bazaar. https://www.harpersbazaar.com/celebrity/latest/a43273021/supermodels-runway-versace-fall-winter-2023-show/

Storealimie. (2022, May 15). The meaning behind the Versace logo: Unraveling the mystery of Medusa. Medium. https://medium.com/@storealimie/the-meaning-behind-the-versace-logo-unraveling-the-mystery-of-medusa-987d52d58d6b

Testa, J. (2024, March 4). Prada to buy Versace from Capri Holdings. Vogue. https://www.vogue.com/article/prada-to-buy-versace-from-capri

Testa, J. (2024, April 10). Donatella Versace steps off the runway as Dario Vitale is appointed Versace’s new creative director. Vogue. https://www.vogue.com/article/donatella-versace-steps-off-the-runway-as-dario-vitale-is-appointed-versaces-new-creative-director

Vogue. (n.d.). Versace. Vogue Runway. https://www.vogue.com/fashion-shows/designer/versace

Graphic by Landry Allen