from Magna Grecia, which inspired the famous Italian designer, in the television series dedicated to his history. Gianni Versace, with his tragic end, has entered the legend. Only he played the Made in Italy luxury, like no other.
The history of the Versace brand
The history of the Versace brand began in 1972, when Gianni left his mother's tailor shop in Calabria to move to Milan to design, as a freelance designer, a collection for the “Florentine Flowers” packaging company. Fast fashion was a great success, and the young designer decides to stay in Milan. Find collaborations with Callaghan, Complice and Genny.
Then the idea of creating a “Gianni Versace” label took shape and thus the designer's first collection was born in 1978. Strengthened by his family experience, he opens his first boutique, founding the company that would bring the skilled hands of a Calabrian tailor to the heights of Italian excellence.
Magna Graecia in its style
With the choice of Medusa, a Greek myth, as the logo, Gianni seems to want to underline the classicism of his fashion. It emphasizes its origins. Calabria, with his Riace bronzes, they seem to embody the much sought after perfection, inherited and achieved by this designer who, like few others, represents a royal, almost divine style. “Reggio is the kingdom where the story of my life began: my mother's tailoring, the Haute Couture boutique. The place where, as a child, I began to appreciate the Iliad, the Odyssey, the Aeneid, where I began to breathe the art of Magna Graecia ". (Gianni Versace)
Advertising campaigns with the best photographers in the world
If you have doubts about the pursuit of perfection, pay attention to the advertising campaigns that, since the 80s, have been produced for Versace. Photographers and models who have naturally become myths: Linda Evangelista, Naomi Campbell, Claudia Shiffer, Cindy Crowford, Carla Brunie. They are just some of the most famous models have walked for him.
He used famous photographers Richard Avedon, Bruce Weber, Herb Ritts. In short, he was able to transform collaborations into real artistic partnerships, like the one with Madonna which he chose as a testimonial in three advertising campaigns. Elton John e Lady d. are other precious friendships that the designer has had alongside in life, testimonial not only of his creations but close by elective affinities.
Versace: the collections
After Gianni's death, the brand became simply “Versace”, the Medusa was lightened and stylized but the footprint left by the founder is now impressed. The inheritance collected by brother Santo, sister Donatella and niece Allegra was carried on by drawing inspiration from their own roots. New lines have been added and today the company distributes four main brands: Atelier Versace, Versace Home Collection, Versus and Versace Jeans Couture.
The latter replaced versus, in the clothing line dedicated to a younger audience initially entrusted to Donatella. The production of fragrances, watches (produced in Switzerland by Timex), jewelery and eyewear has already been added since the 90s.
Versace dresses resorts, spas and ultra-luxury hotels
The company has also expanded into the hotel sector with the brand Palazzo Versace luxury hotel. The designs of the well-known Italian brand enrich, in the interior design sector, hotels on the Gold Coast in Australia and in Dubai, where a hotel of the brand has recently been inaugurated.
Jennifer Lopez the queen of stars
Who does not remember Jennifer Lopez with the iconic and fabulous “Jungle dress”? J.Lo thrilled millions of people. In 2000, on the occasion of the Grammys, the Oscars of music, Jennifer wore a chiffon dress from our brand: The Jungle Dress, precisely. The next day millions of users search the web for images of the dress, creating a real buzz and even suggesting to Google the invention by Google Images! This year, Donatella Versace, creative director, decided to have Jennifer Lopez re-wear the same dress (19 years later) at the closing of the Spring / Summer 2020 show.
Another triumphal success. Do you want the new reinterpretation of the dress given by the designer, you want the splendid performance of the Latin singer, the world of fashion was again shaken by a thrill of passion.
Behind the scenes of the "Jungle Dress"
The day after the catwalk, The Jungle Dress generated registered revenues of $ 9,4 million on media platforms.
Her nail art is signed Versace
The love of the Latin American actress singer, for the Italian fashion house, is also testified in a recent photo, published on the Istagram profile, of the famous Los Angeles nail artist Tom Bachick in which she shows a splendid Versace nail art. Precious crystals for a designer manicure that Jen showed off on New Year's Eve.
Life and death in Miami
Gianni Versace was living in Miami when he was murdered. In his splendid villa Casuarina house, overlooking the ocean bought and renovated by the same designer, saw her last day of life. Gianni was romantically linked to the designer and former model Antonio D'amico.
They were in Miami Beach, where they were spending a lot of time during the holidays, when on the morning of July 15, 1997, Andrew Cunanan, a serial killer long sought by the American police, shoots him two shots on the steps of his villa. Versace will die shortly after in the hospital and the motive for the murder remains unknown. The circumstances of her murderer's suicide, which took place a few days later, also remain mysterious. A mystery that convinced the producers of the famous TV series, American Crime Story to dedicate the second season of the series broadcast on Netflix.
Allegra, his beloved niece and heir
On the death of the designer, his niece Allegra, eleven years old at the time of the tragic events, takes over as the only heir. Merry Versace Beck she is the daughter of Donatella and former model Paul Beck, to whom her uncle left all his share of the shares, making her, in fact, the majority shareholder of the company. Allegra, with a reserved and reserved character, suffers not a little from her notoriety and the weight of such an important name. He doesn't like being in the spotlight, and after a stormy relationship with his mother, he has now found his place within the company and in life.
Allegra la melanchonica
In a rare interview in Repubblica, Natalia Aspesi defines her as "Allegra la melanchonica". Perhaps it is true that it is crossed by an inherited sadness like its shares, but it is also true that an extraordinary sensitivity it is necessary to create and for whom is the head of one of the most famous Italian fashion houses in the world. Although young, Allegra Versace certainly has on her side the determination and the DNA that a large family has passed on to her. And he has plenty of time to prove it.
