Reinventing the Versace Legacy: Donatella Versace's Strategic Elevation of the Famous Label
"Babydoll and confidant, that's me in a nutshell - Donatella Versace, recalling her special bond with her late brother Gianni. This fashion powerhouse, the man behind the iconic Versace empire, treated me like a plaything one moment and a bestie the next. Fun times at the discos and clubs started from age eleven, a thrilling chapter of my life I'll never forget."
Donatella didn't just have any siblings; she had two brothers and one sister, but it was Gianni she shared the closest connection with. The apple didn't fall far from the tree - their mom was a seamstress, so it's no surprise that little Gianni started his fashion journey by designing his first dress at ten. Donatella, after studying literature and languages in Florence, often returned to Milan during weekends to lend a helping hand to Gianni and her brother Santo at the Versace boutique.
Gianni launched the Versace brand in 1978, opening the first shop on Via della Spiga - the heart of the world's leading fashion houses. Donatella was his closest advisor, muse, and partner in crime, working alongside her siblings to bring the label to life. The brand became famous for its striking, bold, and sexy style - a symbol of luxury and edgy fashion.
The Medusa head logo encapsulated the brand's essence: rumor has it that anyone who gazed upon this mythical creature would turn to stone, much like Versace collections left the fashion world speechless. Notable celebs like Princess Diana, Madonna, Elton John, Tina Turner, Elizabeth Hurley, and many others became regulars. In 1989, the youth line Versus was born, with Donatella taking the helm as designer and director for years.
When Gianni fell ill in the mid-1990s, Donatella took charge of the business, supporting him until his tragic death in 1997. The world watched as she battled grief, industry speculation, and unexpected challenges to keep the Versace legacy alive.
Rumors swirled about the Versace family's involvement in Gianni's murder, but Donatella continued to build upon her brother's work. She struggled with drug addiction for 18 years following her brother's death, but she managed to pull through.
With the support of the fashion industry's heavy hitters, she launched her first collection just three months after Gianni's passing, a testament to her resilience and determination. The brand continued to thrive under Donatella's leadership, thanks to her unique energy and vision.
Collaborating with celebrities became part of the Versace DNA in the 1990s, with famous faces like Courtney Love, Demi Moore, Madonna, Lady Gaga, and Beyoncé gracing runways and campaigns. Some iconic looks even made internet history, like Jennifer Lopez's 2000 Grammy Awards outfit, inspiring the creation of Google Images.
Donatella found herself increasingly passionate about social issues, particularly women's rights, and launched groundbreaking campaigns with icons like Madonna. Supporting young designers also became a vital part of her work, as she relaunched the Versus line and collaborated with rising stars like Christopher Kane, Jonathan Anderson, and Anthony Vaccarello.
She ventured into accessories, homeware, and hotel development, with the first Palazzo Versace hotel opening in Gold Coast, Australia in 2000, followed by Dubai in 2016 and Macau in 2024. Donatella personally designed every hotel's interior.
Charity work is close to Donatella's heart, with her longstanding support for the AIDS Research Foundation (amfAR) and the Elton John AIDS Foundation (controversial in Russia). In 2025, Donatella stepped down as creative director and passed the torch to Italian designer Dario Vitale, while the Prada Group acquired Versace for $1.375 billion.
The brand's value skyrocketed from $807 million in 1997 to hundreds of billions under new ownership. Donatella remained an ambassador for the brand, celebrating the change as an exciting new chapter. Despite her iconic status, she admitted that she still gets nervous before every show and appearance. Her passion for empowering women and helping them shatter self-doubt is evident in every collection she creates. In 2024, Donatella was awarded the Order of Merit of the Italian Republic for her contribution to fashion and culture.
- Donatella's bond with her late brother Gianni, the founder of Versace, was special - a synthesis of confidant and plaything, bestie and discotheque companion.
- Gianni Versace's business journey began early, designing a dress at the tender age of ten, influenced in part by their seamstress mother.
- Donatella, who studied literature and languages in Florence, often assisted Gianni and her brother Santo at the Versace boutique during weekends when she was not in school.
- The Versace brand emerged in 1978, with its first shop located on Via della Spiga, the epicenter of the world's leading fashion houses.
- Gianni and Donatella collaborated closely on the brand, with Donatella serving as his closest advisor, muse, and partner in crime.
- The Versace brand's striking, bold, and sexy style, encapsulated by the Medusa head logo, cemented its status as a symbol of luxury and edgy fashion, attracting numerous celebrities.
- Donatella has been actively involved in various social causes, particularly women's rights, and has launched campaigns featuring iconic figures like Madonna.
- From accessories and homeware to hotel development, Donatella personally designed every detail of the Palazzo Versace hotels in Gold Coast, Dubai, and Macau, demonstrating her commitment to lifestyle, health-and-wellness, women's health, fashion-and-beauty, education-and-self-development, and entertainment.
