Gianni Versace – how was the brand created?

One of the most visionary designers in fashion history. His bold cuts, playful approach to history and tradition, and open rivalry with Armani have created the true myth of an exceptional artist. Gianni Versace, how was the brand born —a name that still ignites emotions and sparks debate to this day. Myth or mastery?

The tragic death of Andrew Cunanan’s bullets further fueled the myth of the rebellious artist who expressed himself through fashion and art. Gianni Versace is now an icon associated with freedom, eclecticism, and baroque style.

Gianni Versace: the making of a brand, the story of a prodigy and visionary

The designer was considered a child prodigy. Legend has it that from an early age, he spent time in the sewing workshop with his mother. Hours surrounded by scraps of fabric fueled the young genius’s imagination and creativity. With passion, he designed dresses and clothes from whatever he could find, creating truly original and inventive pieces.

He brought the ingenuity and passion, the courage from his mother’s sewing room, straight into his bold designs. His creations radiated bravery, modern art reminiscent of Andy Warhol, and ancient inspirations. The collision of these two powerful energies in a single project made the Italian’s original works exude uniqueness. Gianni, how the brand was born – it’s an extraordinary story of passion, sensitivity, and determination. 

Gianni Versace studied architecture. Delving into the concepts of structure, lines, and composition in the field of buildings resulted in an architectural approach to perceiving fashion design.

Bold, sexy, opulent, colorful — from the very beginning, Gianni Versace set his own style, which stood out in a remarkable way on the fashion market. Since 1972 — the opening of the first boutique in Milan — the Versace name has become synonymous with freedom, extravagance, luxury, and vibrant colors. Ubiquitous animal prints and motifs, along with the head of the mythological Medusa, have become its hallmarks. Gianni Versace: how a brand was born that sparks imagination and stirs controversy, even after the death of its visionary founder.

Gianni Versace – visionary style

The Versace fashion house, created by Gianni and Donatella—his muse, inspiration, and fiercest critic from the very beginning—was always provocative. The rivalry, or rather the opposition, between Versace and Armani was well known. Gianni used to say that Armani dressed respectable wives, while Versace dressed passionate, fiery lovers. And there’s some truth to that. In his bold designs, the designer always emphasized sex appeal. This contrast allowed Versace to build the image of a liberated, independent brand, aimed at women unafraid of their wild nature, eroticism, and sensuality. The message was clear—in our clothes, you have the power to go after what you want.

It was the style, philosophy, and designs of the Versace house in the 1980s and 1990s that led to the rise of the supermodel cult and the emancipation of eroticism. The dress fastened with jeweled safety pins or the iconic green gown worn by JLo are almost synonymous with the brand, just like the perfectly designed, luxurious accessories. Emphasizing sensuality and the body in a liberated way, combined with elements of true art and undeniable, baroque exclusivity. The story of Gianni Versace, how the fashion house was created, survived crises, and set trends, is also thanks to Gianni’s sister. A few years younger than Gianni, Donatella was his first model and muse. It’s often said she was his feminine alter ego and his way of understanding women. Gianni was incredibly sensitive; she was his strength.

Versace and pop culture

Gianni Versace’s style in the 1990s was renowned for its bold use of striking patterns and vibrant colors. His designs often featured intricate motifs inspired by ancient Greek art, as well as vivid hues that always stood out from the crowd. The designer also favored luxurious fabrics and materials such as silk, velvet, and leather. Gianni Versace, the story of how the brand was created, is a tale of courage.

He was a pioneer in using new and unconventional materials in his designs. One of his most famous innovations was the use of metal mesh (Oroton), which he incorporated into dresses, tops, and accessories. He also experimented with combining leather and lace, creating a striking contrast between hard and delicate textures.

His Fall 1991 collection was defined by a revolutionary combination of leather, lace, and metal mesh, setting the tone for his future designs. The Spring 1992 collection showcased bold patterns and vibrant colors, further cementing his reputation as a daring designer.

In 1989, Gianni Versace founded Atelier Versace, a division of his brand dedicated to creating high-fashion, made-to-measure garments. This move cemented his status as a couturier and elevated the brand to new heights of luxury.

He was known for his close relationships with supermodels such as Naomi Campbell, Cindy Crawford, and Linda Evangelista. He also dressed numerous stars, including Madonna, Elton John, and Prince, which further elevated the visibility and influence of his brand.

Gianni Versace’s designs frequently appeared in music videos and on album covers, highlighting his close ties to the music industry. His iconic green dress, worn by Jennifer Lopez at the 2000 Grammy Awards, became a groundbreaking moment in fashion history.

Tragic, accidental death

Gianni Versace: how did the survive the ultimate crisis—the death of its creator? The designer was tragically killed on the steps of his own home in Miami Beach, shot by serial killer Andrew Cunanan. The motive for the crime remains unclear to this day—it’s unknown whether Cunanan was obsessed with Versace or if the murder was ordered by the mafia.

Versace dressed not only Princess Diana, but also icons like Liz Taylor, Joan Collins, Elton John, and Sylvester Stallone. His designs were admired by supermodels such as Claudia Schiffer, Naomi Campbell, and Cindy Crawford. His sister Donatella was not only his muse, but also his collaborator and friend. Their unbreakable bond was the key to the success of the Versace brand.

Gianni’s death marked the end of one of the brightest stars in the fashion world, yet his legacy lives on in the world of haute couture, inspiring new generations of designers and style enthusiasts.

Versace fashion house – then and now

After the tragic death of Gianni, the Versace House had to completely rebuild its foundations. Gianni died tragically, shot by a random criminal. The incident occurred during a routine morning walk to buy newspapers and shook not only the fashion world.

The tragedy had long-lasting consequences for both the brand and, personally, for Gianni’s siblings. The fashion house was taken over by Donatella, who had long been groomed by her older brother to become the face of the brand. For many years, she also managed the business, while Gianni was the consummate artist.

After the death of the designer and creative director, it was the youngest sister who became the face of the brand—a businesswoman and designer in one. However, the loss of her older brother deeply shook her confidence. Without the main artist, it was also hard to find the right path. Should she follow the established direction or try something new?

Donatella faced not only artistic challenges, but also had to piece together a company burdened with debt.

It was a true challenge in the shadow of immense personal tragedy and painful mourning. How did she cope? Just look at Versace today.

Versace 2024

In 2024, the Versace Fashion House is still thriving, captivating with new collections and designs. Donatella boldly develops the style set by Gianni. Versace continues its path of bold, sexy creations, while also flirting with modernity. What does the Versace collection for 2024 look like?

White collars and punk? Why not? Playing with conventions and harnessing the energy that arises from clashing two radically different styles or traditions is a technique Gianni often used. Donatella masters it just as brilliantly.

In 2024, Versace reveals a slightly more understated, yet still sexy and confident side.

Although the latest collections are sometimes described by critics and experts as inconsistent and chaotic, it’s hard to level such accusations at Versace. The shows are impeccably designed, ranging from the most understated silhouettes to bold, extravagant, and daring looks with the opulence characteristic of Gianni’s style. From black and red to stunning gold.

The models from the summer 2024 collection look completely different. The architectural structures remain, represented by boxy jackets. However, the details are light and airy, just like summer. Intense shades of black, gold, and red have been replaced by pastels. Soft colors and the signature Versace check, the ever-present play with opulence and splendor. Pastel green and gold? Mini length.

The silhouettes, seemingly inspired by the ’60s, still retain the distinctive Versace style and features.

The story of Versace

“American Crime Story: The Assassination of Versace” has sparked a lot of emotion and controversy since its premiere. The story of Gianni Versace and the origins of the brand are also part of pop culture and a source of inspiration for filmmakers.

Despite the cast’s undeniable acting talent and the meticulous reconstruction of events, the adaptation received mixed reviews. There was much debate about the portrayal of the designer and Donatella. However, the very fact that films about the designer’s story are still being made clearly shows the creator’s enduring influence in pop culture.