Versace

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Italian luxury fashion house recognized for theatrical glamour, sensual tailoring, vivid prints, and its Medusa emblem.

Last updated November 4, 2026

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First read: Nov 4, 2026
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Overview

Versace is an Italian luxury fashion house founded in Milan by Gianni Versace in 1978. From its beginning, the company was built around the unusually direct creative and commercial control of its founder, whose work connected Italian craftsmanship with theatrical silhouettes, bright colors, baroque references, metallic details, body-conscious tailoring, and provocative eveningwear. The brand’s Medusa emblem, drawn from Greek mythology and reflecting Gianni Versace’s Calabrian and Magna Graecian cultural background, became one of the most recognizable symbols in luxury fashion. The company began with women’s ready-to-wear under the Gianni Versace Donna name and quickly expanded into accessories, jewelry, home products, fragrances, and other licensed categories. Its business model combined Italian-made fashion collections with carefully controlled extensions of the brand into eyewear, beauty, interiors, hospitality, and residential design. Atelier Versace provided a couture expression of the house, while diffusion and youth-oriented lines such as Versus, Versace Jeans, Versace Collection, and Versace Classic V2 broadened the customer base at different periods. Since the consolidation of the diffusion portfolio, Versace Jeans Couture has been the principal lower-priced fashion line, although Prada Group announced plans in 2026 to discontinue it and eliminate diffusion lines. Versace’s cultural profile has been shaped by both fashion design and celebrity visibility. Garments worn by Elizabeth Hurley, Jennifer Lopez, Princess Diana, Elton John, Naomi Campbell, Beyoncé, Lady Gaga, and other public figures helped establish the house as a symbol of red-carpet glamour and popular-culture confidence. The black safety-pin dress worn by Hurley in 1994 and Lopez’s green jungle-print dress at the 2000 Grammy Awards became especially influential examples of fashion receiving broad mainstream attention. After Gianni Versace was murdered in 1997, his sister Donatella Versace became creative director and his brother Santo Versace became chief executive. Donatella preserved the house’s flamboyant visual language while developing her own emphasis on celebrity dressing, powerful womenswear, and highly visible fashion events. Gianni’s niece Allegra Versace inherited a substantial ownership interest and became the controlling shareholder of the family-held company on reaching adulthood. The family later sold the business, first to the group associated with Michael Kors and subsequently into Capri Holdings. Capri Holdings acquired Versace in a transaction completed in late 2018, and the brand joined Capri’s portfolio alongside Michael Kors and Jimmy Choo in 2019. Donatella remained the creative leader during the Capri period. The company also pursued sustainability-related changes, including ending the use of fur in 2018 and announcing an intention to stop using kangaroo leather in 2020. Its operations continued to include apparel, footwear, handbags, accessories, fragrances, eyewear, home furnishings, hospitality-related projects, and licensed products. In 2025, Capri appointed Dario Vitale as chief creative officer and repositioned Donatella Versace as chief brand ambassador. Prada subsequently agreed to acquire Versace from Capri, completing the transaction in December 2025. Vitale left shortly afterward. In February 2026, Pieter Mulier, formerly creative director of Alaïa, was announced as the next chief creative officer, with his appointment scheduled to begin on July 1, 2026. Under Prada ownership, Versace remains an active international luxury house whose core identity rests on Italian manufacturing, distinctive branding, bold fashion imagery, and a strong relationship with celebrity culture.

History

Gianni Versace grew up in Reggio Calabria and learned the clothing trade in his mother’s tailoring business. He moved to Milan in 1972 and worked as a designer for Italian fashion companies including Callaghan, Genny, and Complice. His work attracted attention in the Florentine and Milanese fashion networks, and in 1976 his brother Santo, who had business training, joined him in Milan. Together with Claudio Luti, they developed the company that would carry Gianni’s name. The first Versace collection was presented at Milan’s La Permanente in March 1978. The company opened its first boutique on Via della Spiga and initially operated as Gianni Versace Donna. Gianni maintained unusually broad involvement across design, product development, communications, and retail. The house released its first fragrance in 1981 and expanded into accessories, jewelry, home furnishings, and tableware in 1982. These moves established the diversified luxury model that later allowed Versace to license its name across beauty, eyewear, interiors, hospitality, and other categories. During the 1990s, the company developed additional labels and became increasingly associated with celebrity dressing and high-impact visual communication. Donatella Versace contributed to the creation of Young Versace and Versus and was recognized as a co-designer from 1994. That year, Elizabeth Hurley’s black safety-pin dress at a film premiere brought the house exceptional mainstream attention. Versace also designed clothing for performers such as Elton John and Michael Jackson and for prominent public figures including Princess Diana and Princess Caroline of Monaco. Gianni Versace was murdered in Miami in 1997. Donatella became creative director and Santo became chief executive, allowing the family to continue directing the company. Gianni’s niece Allegra inherited a substantial shareholding and assumed control of her interest when she became an adult. Under Donatella, the house retained its founder’s taste for strong color, exposed construction, sensual silhouettes, and mythological and baroque imagery while developing a modern celebrity-centered identity. Jennifer Lopez’s green jungle-print dress at the 2000 Grammy Awards became another defining moment in the brand’s public history. The early 2000s brought declining profitability and a restructuring effort. Fabio Massimo Cacciatori served briefly as interim chief executive in 2003, followed by Giancarlo di Risio from 2004 until 2009. In 2000, Versace had also begun efforts to bring more production and sales activities under its control. The company later appointed Jonathan Akeroyd as chief executive in 2016. In 2014, Blackstone acquired a minority stake, providing capital while the family continued to hold a significant role. Versace expanded its portfolio through diffusion labels, licensing, collaborations, home design, and hospitality. Versace Classic V2 was developed through a relationship with Ermenegildo Zegna, while Versace Jeans Couture became the principal diffusion line after the consolidation of Versus Versace, Versace Jeans, Versace Collection, and other labels. The house collaborated with H&M, Lamborghini, AgustaWestland, Kith, Fendi, Lady Gaga, Dua Lipa, and others. Its home business moved from textiles and tableware into furniture and interior design, and the Palazzo Versace projects extended the brand into fashion-branded hotels. In 2018, the company announced the end of fur use. Michael Kors agreed to acquire Versace, and the transaction was completed in December of that year. In January 2019, Versace became part of Capri Holdings, the group that also included Michael Kors and Jimmy Choo. Donatella remained creative director and continued to shape the brand’s collections and public image. Versace opened a SoHo boutique in New York in 2021 and continued to operate internationally across apparel, accessories, footwear, fragrance, eyewear, home, and licensed categories. In March 2025, Capri appointed Dario Vitale as chief creative officer and designated Donatella Versace chief brand ambassador. Capri then agreed to sell Versace to Prada, which completed the acquisition in December 2025. Vitale departed shortly afterward. In February 2026, Prada announced Pieter Mulier as the next chief creative officer, with his term scheduled to begin in July 2026. Prada also announced plans to return Atelier Versace to the Paris haute couture calendar from 2027 and to discontinue Versace Jeans Couture. These decisions indicate a strategy centered on the core luxury house and couture heritage rather than a broad diffusion architecture.

2026
Pieter Mulier was named chief creative officer
[1]Versaceen.wikipedia.org
Pieter Mulier was announced as the next creative leader, with his appointment scheduled for July 1, 2026.
2025
Prada completed the acquisition of Versace
[1]Versaceen.wikipedia.org
Versace changed ownership from Capri Holdings to Prada Group.
2021
Versace opened a SoHo boutique
[1]Versaceen.wikipedia.org
The house opened its first boutique in New York’s SoHo neighborhood.
2019
Versace became part of Capri Holdings
[1]Versaceen.wikipedia.org
The brand joined the Capri group with Michael Kors and Jimmy Choo.
2018
Versace announced a fur-free policy
[1]Versaceen.wikipedia.org
The company announced that it would stop using fur in its products.
2014
Blackstone acquired a minority stake
[1]Versaceen.wikipedia.org
Blackstone became a minority investor in Versace.
2012
Atelier Versace returned to the couture schedule
[1]Versaceen.wikipedia.org
The house temporarily resumed participation in the haute couture calendar.
2004
Atelier Versace withdrew couture from the runway
[1]Versaceen.wikipedia.org
The couture label stopped presenting its collections on the runway for a period and used private presentations instead.
2000
Jennifer Lopez wore the green jungle-print dress
[1]Versaceen.wikipedia.org
Jennifer Lopez’s Grammy Awards appearance gave Versace one of its most widely recognized modern fashion moments.
2000
Versace began consolidating production and distribution control
[1]Versaceen.wikipedia.org
The company started an effort to exercise greater control over the production and sale of its merchandise.
1997
Donatella Versace became creative director
[1]Versaceen.wikipedia.org
Following Gianni Versace’s death, Donatella assumed creative leadership and Santo Versace became chief executive.
1994
The Elizabeth Hurley safety-pin dress became a cultural landmark
[1]Versaceen.wikipedia.org
Elizabeth Hurley’s black Versace dress generated worldwide publicity and strengthened the house’s association with provocative celebrity fashion.
1982
Expansion into accessories and home products
[1]Versaceen.wikipedia.org
Versace broadened its offer to include accessories, jewelry, furnishings, and china.
1981
First Versace fragrance launched
[1]Versaceen.wikipedia.org
The house introduced Gianni Versace for Women, its first fragrance.
1978
Versace was founded
[1]Versaceen.wikipedia.org
The first Versace collection was shown in Milan, and the company opened its first boutique on Via della Spiga.
1972
Gianni Versace moved to Milan
[1]Versaceen.wikipedia.org
Gianni Versace left Reggio Calabria for Milan and began building professional relationships with Italian fashion companies.
Atelier Versace scheduled to return to the couture calendar
[1]Versaceen.wikipedia.org
Prada Group announced plans for Atelier Versace to return to the Paris haute couture schedule.

Products and positioning

High-end Italian luxury positioned around expressive glamour, sensuality, maximalist decoration, celebrity visibility, and recognizable house codes such as the Medusa emblem, Greek-key motifs, baroque-inspired graphics, and vivid prints.

Luxury apparel · 1978
Versace ready-to-wear
The core fashion business includes Italian-made men’s and women’s collections characterized by strong silhouettes, vivid color, body-conscious construction, decorative prints, metallic treatments, and recurring Medusa or Greek-key imagery. The collections form the principal expression of the house’s seasonal design language.
Haute couture
Atelier Versace
Atelier Versace is the house’s couture label and its highest-fashion expression. It is associated with elaborate eveningwear, hand-finished construction, sculptural silhouettes, and custom dressing for major public appearances. After periods away from the runway, the label was scheduled to return to the Paris couture calendar from 2027.
Diffusion apparel and accessories · 2009
Versace Jeans Couture
Versace Jeans Couture developed as the principal diffusion line after several younger and secondary Versace labels were consolidated. It offered men’s and women’s apparel and accessories with more accessible positioning than the main line. Prada Group announced plans in 2026 to discontinue the line and remove diffusion products from the brand architecture.
Beauty and fragrance · 1981
Versace fragrances
Versace entered fragrance in 1981 and has since developed a broad perfume portfolio for women and men. Eros became one of the prominent fragrance families associated with the brand and was also used in Turkish Airlines business-class amenity kits created through a 2019 collaboration.
Accessories · 1982
Versace accessories and leather goods
The accessories business includes handbags, small leather goods, shoes, belts, jewelry, and other fashion accessories. Medusa hardware, bold surface decoration, Greek-key elements, and recognizable logo treatments are recurring commercial and visual codes across these categories.
Licensed accessories
Versace eyewear
Versace licenses its name and branding for eyewear. The category extends the house’s luxury identity into optical frames and sunglasses while using signature motifs such as the Medusa emblem and highly visible ornamental details.
Home furnishings · 1992
Versace Home
Versace Home began with textiles and later expanded into tableware, porcelain, furniture, and interior products. The range translates the fashion house’s ornamental prints, colors, and logo codes into domestic and hospitality environments. Production and distribution of furniture were licensed to Lifestyle Design Group in 2020.

Controversies

2019
Versace sues Fashion Nova over alleged dress copying
Versace filed a lawsuit against Fashion Nova in federal court in Los Angeles, alleging that Fashion Nova copied three designs, including a dress worn by Jennifer Lopez. The suit claims the copying infringed Versace’s rights; the source reports allegations, not a court determination.
Source
2019
Versace withdrew products after Hong Kong and Macau labeling controversy
Products that listed Hong Kong and Macau separately as countries generated a political and consumer backlash in China. The reported response was to withdraw the affected items and issue an apology.
Source
2019
Hong Kong and Macau product-labeling controversy
Versace faced criticism in China after products listed Hong Kong and Macau separately as countries. The company withdrew the affected products and apologized. The episode became a prominent example of the reputational and market risks created by politically sensitive geographic labeling.
Source

2023La Vacanza with Dua Lipa
Global
Versace and Dua Lipa created a women’s collection inspired by beachwear and holiday dressing. The collection was scheduled for presentation at the Cannes Film Festival and immediate delivery afterward.
Outcome. Extended the house’s celebrity relationship into a co-designed seasonal collection.
Source
2021The Swap: Fendi and Versace
Global
Versace and Fendi exchanged creative roles for a joint presentation in which each house designed a collection for the other. The project linked two brands from different luxury groups in an unusual collaborative format.
Outcome. Produced a high-profile cross-house fashion event.
Source
2021Born This Way tenth-anniversary capsule
Global
Versace worked with Lady Gaga on a capsule collection commemorating the tenth anniversary of Born This Way, with proceeds benefiting the Born This Way Foundation.
Outcome. Connected product activity with a charitable and LGBTQ+-related social initiative.
Source
2018Kith x Versace
United States · International
Ronnie Fieg and Donatella Versace introduced a collaborative collection using a modified Medusa treatment that incorporated Kith branding.
Outcome. Created a prominent streetwear and luxury crossover.
Source
2009Versace for H&M
Global
Versace collaborated with H&M on a limited collection spanning men’s and women’s clothing and selected home products, bringing the house’s distinctive prints and styling to a mass-market retail audience.
Outcome. Expanded mainstream visibility through a limited retail collaboration.
Source

Brand decisions

2026
Appointment of Pieter MulierOther
Background
Following the ownership change and Dario Vitale’s departure, Versace required a new creative leader.
Action taken
Prada Group announced Pieter Mulier as Versace’s next chief creative officer, effective July 1, 2026.
Aftermath
The appointment established a new creative phase for the house under Prada ownership.
Source
2026
Refocus on the core luxury houseStrategy
Background
Prada Group reviewed Versace’s label structure after taking ownership of the brand.
Action taken
Prada announced plans to discontinue Versace Jeans Couture and operate Versace without diffusion lines. It also announced the return of Atelier Versace to the couture schedule from 2027.
Aftermath
The planned changes point toward greater emphasis on the mainline and couture heritage rather than accessible secondary labels.
Source
2025
Sale of Versace to PradaM&A
Background
Capri Holdings placed Versace into a sale process as it reviewed the structure and capital needs of its luxury portfolio.
Action taken
Prada agreed to acquire Versace and completed the transaction in December 2025.
Aftermath
Versace moved into Prada Group, while Dario Vitale subsequently left the creative chief role and a new creative leadership transition was announced.
Source
2020
Phase out kangaroo leatherStrategy
Background
The company addressed the use of animal-derived materials in its leather supply chain.
Action taken
Versace announced that it would stop using kangaroo leather.
Aftermath
The announcement narrowed the range of animal materials associated with the brand.
Source
2018
End the use of furStrategy
Background
Versace reviewed the materials used in its collections amid increasing attention to animal welfare and luxury-fashion sourcing practices.
Action taken
The house announced that fur would no longer be used in its products.
Aftermath
The decision became part of Versace’s broader materials and sustainability positioning.
Source

Recent events

2021.11.17
Reported2021.11.17
Versace announces interim CEO appointment[5]Versace宣布临时首席执行官任命finanznachrichten.de
Capri Holdings announced Cedric Wilmotte's appointment as Versace's interim chief executive officer. The release states that the appointment is effective January 17, 2021, and that he will serve through December 31, 2022.
2019.11.25
Reported2019.11.26
Versace sues Fashion Nova over alleged dress copying[3]Versace sues Fashion Nova over alleged dress copyingdailymail.com
Versace filed a lawsuit against Fashion Nova in federal court in Los Angeles, alleging that Fashion Nova copied three designs, including a dress worn by Jennifer Lopez. The suit claims the copying infringed Versace’s rights; the source reports allegations, not a court determination.
2019.11.21
Reported2019.11.21
Versace launches holiday campaign saga[6]Versace 推出节日主题系列广告papermag.com
Versace launched a holiday campaign presented as a six-part saga in the latest edition of Baroness, produced by multimedia artist Sarah Baker and featuring Versace designs.
2019.11.18
Reported2019.11.18
Versace debuts holiday micro-soap[7]Versace 推出假日迷你肥皂剧wmagazine.com
Versace debuted a six-part holiday micro-soap created in collaboration with artist Sarah Baker and Baroness Magazine; the brand also released the first full episode on its YouTube channel.

Sources17 sources

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