The history of the Versace brand: From young tailor to fashion icon

There are certain brands that rise above all others, becoming true icons of style and luxury. One such extraordinary case is Versace. The history of the Versace brand begins with humble origins and transforms into a story of passion, courage, and remarkable beauty. Today, the brand is renowned for its extravagant style, bold patterns, and exceptional craftsmanship. Behind its label lies immense vision and a legacy that has endured for many years. How did Gianni Versace manage to create this timeless fashion empire?

The origins of the brand

The story of the Versace brand begins in Italy, with Gianni Versace as the central figure behind this extraordinary venture. Born on December 2, 1946, in Reggio di Calabria, Italy, he was the third of four siblings. From an early age, he showed an interest in fashion and art, and his true passion was designing clothes. It all started in a small tailoring workshop, where Gianni worked on his first designs for a select group of clients. In fact, he grew up in his mother’s sewing studio.

His career breakthrough came in 1972, when he was offered the opportunity to create his own clothing collection in Milan. Shortly after, he began working as a designer for renowned fashion houses such as Florentine Flowers and Callaghan. From the very beginning, Gianni enjoyed surrounding himself with luxury. He designed his creations with remarkable boldness to accentuate feminine beauty and silhouettes. A great admirer of architecture, he drew inspiration from the Baroque era, whose influence was evident in his fashion designs.

That’s why the immense talent and creativity of young Gianni quickly made themselves known. He possessed an exceptional sense of aesthetics and an incredible work ethic. He soon gained recognition in the industry, which allowed him to open his own boutique in Milan, named after himself – Versace. However, he didn’t do it entirely on his own—the brand, founded in 1978, was established in collaboration with his siblings , Donatella and Santo Versace. His younger sister and muse, Donatella, took charge of the brand’s publicity, while his older brother managed the finances of the Italian empire.

The brand’s eccentric style

From the very beginning, Versace gained recognition for its original designs and bold, even eccentric approach to fashion. Gianni eagerly incorporated motifs inspired by Greek mythology, culture, and art, which attracted the attention of celebrities, music stars, and brand ambassadors. He himself believed that one of the greatest powers governing not only fashion but the entire world is sex appeal. The brand quickly became recognizable thanks to its signature patterns, such as the Medusa, Greek motifs, and the logo with the distinctive “VERSACE” lettering.

Over time, this boldness won the brand the love of celebrities, and its creations began appearing on red carpets and magazine covers. Additionally, Gianni Versace played a pivotal role in creating the “supermodel” phenomenon in the 1990s. His shows featured the biggest stars in modeling, such as Naomi Campbell, Cindy Crawford, Linda Evangelista, and Claudia Schiffer. Just as today’s campaigns promote famous names from outside the industry—like athletes at Calvin Klein —back then, it was world-class models who did the honors.

The history of the Versace brand is steeped in tragedy

Unfortunately, it was future events that would redefine the brand. Less than two decades after founding Versace, Gianni was tragically killed in an attack in Miami. On July 15, 1997, the designer was shot on the steps of his own home in Miami Beach, after returning from his usual morning walk along the cliff on Ocean Drive in Florida. In 2018, Ryan Murphy’s series “American Crime Story: The Assassination of Versace” premiered, in which the creator simultaneously depicted key moments in the lives of both the victim and the killer, Gianni Versace and Andrew Cunanan.

Although it was an unimaginable loss for the fashion world, the brand did not give up and continued its unique legacy. Donatella Versace took the helm and quickly proved that she, too, possesses remarkable talent and charisma. Donatella turned out to be a gifted designer and carried on her brother’s legacy, introducing new lines of clothing, accessories, and fragrances. Under her leadership, Versace has maintained its position as one of the most important and influential fashion brands in the world.

The new era of Versace

Under Donatella’s leadership, the brand expanded its range with new product lines. Haute couture collections were introduced, along with casual, sportswear, as well as men’s, women’s, and children’s collections. Donatella was deeply involved in the brand’s global expansion. New Versace boutiques were opened in major cities around the world, such as New York, Paris, Tokyo, London, and Hong Kong. The brand became accessible to a wide international clientele.

Importantly, the designer continued her brother’s creative legacy while also bringing her own perspective to fashion. Her designs were marked by a more romantic and subtle approach, yet they still retained the unique style and extravagant aesthetic for which the brand was renowned. Donatella also introduced new technologies in production and design. After Gianni’s death, the brand began using modern materials, printing techniques, and innovative solutions in the manufacturing of its products, which enabled the creation of increasingly sophisticated collections.

In addition, the new creative director had an excellent understanding of the power of image and the so-called celebrity culture that prevails in fashion. She collaborated with many stars and well-known figures who promoted the fashion house as its ambassadors. Donatella herself was also eager to get involved in various charitable and social initiatives in her private life. As a result, the Versace brand supports numerous organizations and initiatives focused on education, health, and environmental protection.

Work filled with inspiration

After years of uncertainty, fear, and battling addiction, Donatella Versace came to believe in her brother’s extraordinary legacy—and in herself. Today, the designer is also supported by strong and influential women. She not only maintains long-standing friendships with the supermodel icons of the ’80s and ’90s, but also enjoys the support of today’s top models, who form the foundation of her fashion empire. Her experience and the remarkable sense of aesthetics she has honed over the years are what define the brand’s image today.

The extraordinary story of the Versace brand is enriched by the remarkable, love-filled relationship between the siblings, united by their passion for fashion and each other. Indeed, the great designer and his sister, eight years his junior, were virtually inseparable. As children, she was Gianni’s very first model—he learned how to drape fabric by working on her figure. “If I ever got married, I’d choose a girl just like Donatella,” Gianni used to say. Donatella was also called his passport to the world of women. Perhaps it was those moments spent with his beloved sister that helped the young designer understand women’s needs and desires, including those related to fashion.

The history of the Versace brand – what is it like today?

Undoubtedly, the story of the Versace brand is one of courage, passion, and creativity, beginning with humble origins. Its impact on the fashion world is undeniable, and what started with a single young tailor has become a legacy that will endure for many years. Versace is not just a brand; it is a symbol of a unique vision and beauty, and a significant voice ready to influence change within the industry. It is also fascinating how contemporary brands are reaching beyond their own industries. A great example of this is the beach club under the banner of another renowned fashion house— Fendi. In summary, while the Versace fashion house has remained family-owned and continues to expand, it has never lost its distinctive style and class.