From Magna Grecia, which inspired the famous Italian designer, to the television series dedicated to its history. Gianni Versace, with its tragic end, entered the legend. He has interpreted Made in Italy luxury like no other.
The history of Versace brand
The history of Versace brand began in 1972, when Gianni left his mother’s tailoring in Calabria to move to Milan to design, as a freelance designer, a collection for the “Florentine Flowers” clothing company. Ready-to-wear fashion was a great success, and the young stylist decides to stay in Milan and finds collaborations with Callaghan, Complice and Genny.
The idea of creating a “Gianni Versace” brand then took shape and the first collection of the designer was born in 1978. Building on the family experience, he opened the first boutique, founding the company that would bring the skilled hands of a Calabrian tailor to the heights of Italian excellence.
Magna Grecia in his style
With the choice of Medusa, Greek myth, as the logo, Gianni seems to want to emphasize the classicism of his fashion. He emphasizes his origins. Calabria, with its Riace bronzes, seems to embody the perfection so sought after, inherited and achieved by this stylist 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 Grecia“. (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 have been produced for Versace since the 1980s. Photographers and models who have naturally become myths: Linda Evangelista, Naomi Campbell, Claudia Shiffer, Cindy Crowford, Carla Bruni. They are just some of the most famous models who woked for him.
He worked with famous photographers: Richard Avedon, Bruce Weber, Herb Ritts. In short, he knew how to transform collaborations into real artistic partnerships, such as the one with Madonna who chose as testimonial in three advertising campaigns. Elton John and Lady D. are other precious friendships that the designer has had in his life, testimonial not only of his creations but close by elective affinities.
When Gianni passed away, the brand has simply become “Versace”, Medusa has been lightened and stylized but the imprint left by the founder is now impressed. The legacy collected by his brother Santo, his sister Donatella and his granddaughter Allegra has been carried on by drawing inspiration from their 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 glasses has been added since the 1990s.
Versace dresses resorts, wellness centres and ultra-luxury hotels
The company has also expanded into the hotel sector with the Palazzo Versace luxury hotel brand. The designs of the well-known Italian brand enrich, in the interior design sector, hotels in the Gold Coast in Australia and Dubai, where a hotel of the brand was recently inaugurated.
Jennifer Lopez the queen of celebrities
Who does not remember Jennifer Lopez with the iconic and fabulous “Jungle dress”? J. Lo excited millions of people. In 2000, on the occasion of the Grammys, the Oscars of music, Jennifer wore a chiffon dress, The Jungle Dress by Versace. The next day millions of users search for images from the web, creating a real buzz and even suggesting Google’s invention of Google Images! This year, Donatella Versace, creative director, has decided to have Jennifer Lopez wear the same dress (19 years later) on the occasion of the closing of the Spring / Summer 2020 fashion show.
Another triumphant success. Both for the new reinterpretation of the dress given by the stylist and the splendid performance of the Latin singer, the world of fashion has again been shaken by a thrill of passion.
Behind the scenes of the “Jungle Dress”
The day after, The Jungle Dress generated revenue of $ 9.4 million on the media platforms.
Her nail art by Versace
The love of the Latin American singer and actress 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 branded sleeve that Jen showed off on New Year’s Eve.
Life and death in Miami
Gianni Versace was living in Miami when he was assassinated. In his splendid villa Casa Casuarina, overlooking the ocean, bought and renovated by the designer himself, he saw his last day of life. Gianni was romantically attached to Antonio D’amico, designer and former model.
They were in Miami Beach, where they spent a lot of time during the holidays, when on the morning of July 15, 1997, Andrew Cunanan, a serial killer long sought after by the American police, shot him two shots on the steps of his villa. Versace died shortly afterwards at the hospital and the motive for the murder remains unknown. The circumstances surrounding his assassin’s suicide, which occurred a few days later, also remain a mystery. 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 to the assassination of the designer.
Allegra, his beloved nephew and heir
After the designer’s death, his granddaughter Allegra, eleven years old at the time of the tragic events, took over as sole heir. Allegra Versace Beck is the daughter of Donatella and the former model Paul Beck, to whom her uncle leaves all his share, making her, in fact, the majority shareholder of the company. Allegra, shy and reserved in character, suffers a lot for her fame and the weight of such an important name. She does not like being in the spotlight, and after a stormy relationship with her mother, she has now found her place within the company and in life.
Allegra the melancholy
In an interview on Repubblica, Natalia Aspesi calls her “Allegra the melancholy”. Perhaps it is true that she is crossed by a sadness inherited like her shares, but it is also true that an extraordinary sensitivity is necessary to create above all for those who are in charge of one of the most famous Italian fashion houses in the world. Although young, Allegra Versace certainly has on her side the determination and DNA that a large family has passed on to her. And she has plenty of time to prove it.