History of Versace is one of the most remarkable in fashion. From Versace's Medusa sign to the '90s bondage collection, Gianni Versace has left an everlasting stamp.
What do Elizabeth Hurley, Jennifer Lopez, and Princess Diana have in common? They are all famous women who have worn some of the most memorable dresses in history, and they all have one thing in common: Versace. Versace is not just a fashion brand, it is a phenomenon. It is a name that evokes glamour, luxury, and style. It is a name that has influenced the world of fashion, art, and culture for over four decades.
But how did Versace become such a powerful and iconic brand? How did it rise from a humble family business in Italy to a global empire across continents and industries? And how did it survive the tragic death of its founder and the challenges and controversies that followed? In this blog, we will explore the history of the Versace company, from its origins to its present and future.
We will look at the vision and creativity of Gianni Versace, the genius behind the brand, and his legacy that lives on through his family and collaborators. We will also examine the style and identity of Versace, its logo and signature prints, its celebrity clients and iconic dresses, and its impact and influence on the fashion world and beyond. Join us as we discover how Versace became one of the most iconic fashion brands in the world.
The Rise of Gianni Versace
Gianni Versace was born on December 2, 1946, in Reggio Calabria, a city in southern Italy. He grew up in a modest family, with his father being a salesman and his mother being a dressmaker. He learned the art of sewing from his mother, who ran a small tailoring business. He also developed a passion for Greek mythology, architecture, and art, which would later inspire his designs. At nine, he made his first dress, a blue one-shoulder evening gown for his sister Donatella.
Gianni moved to Milan in 1972, where he started working as a freelance designer for various Italian labels, such as Callaghan, Genny, and Complice. He soon gained recognition for his innovative and original style, which combined classical elements with modern sensibilities. He also experimented with different fabrics, colors, prints, and techniques, creating elegant and provocative clothes.
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In 1978, he launched his brand under "Gianni Versace Donna", opening his first boutique in Milan's Via della Spiga. On 28 March 1978, at the Palazzo della Permanente in Milan, Gianni Versace presented the first women’s collection under his name. He quickly became one of the leading figures in the Italian fashion scene, attracting attention from celebrities, critics, and customers alike. He expanded his offerings to include menswear, accessories, jewellery, home furnishings, and fragrances. He also created his haute couture line, "Atelier Versace, " showcasing his exquisite craftsmanship and artistic vision.
Gianni was not only a designer but also a businessman. He controlled every aspect of his brand, from designing to retailing. He also established a global network of boutiques and distributors, making Versace one of the first international fashion brands. He also collaborated with other artists and industries, such as theatre, ballet, opera, cinema, music, and photography. He designed costumes for stage productions and films, such as La Traviata (1982), Miami Vice (1986), The Birdcage (1996), and Romeo + Juliet (1996). He also created album covers and outfits for musicians such as Elton John (1992), Madonna (1995), Prince (1995), Michael Jackson (1997), and Lady Gaga (2013).
Gianni was a successful designer and a cultural icon. He was known for his charismatic personality, flamboyant lifestyle, generous philanthropy, and glamorous runways. He was friends with many celebrities and influential figures, such as Princess Diana, Naomi Campbell, Giorgio Armani, Andy Warhol, Sting, Tupac Shakur, and Cher. He was also openly gay and supported various causes related to AIDS awareness and gay rights.
Gianni was at the peak of his career when he was tragically murdered outside his mansion in Miami Beach. His death shocked the world and left a massive void in the fashion industry.
The Murder of Gianni Versace and the Versace Brand Legacy
Gianni Versace's life was cut short on July 15, 1997, when he was shot and killed by Andrew Cunanan, a serial killer who had murdered four other people in the previous months. Cunanan was a troubled young man with a history of lying, stealing, and prostituting himself. He was obsessed with fame and wealth and had a fascination with Versace. He had met him once in 1990 at a nightclub in San Francisco, but there is no evidence that they had any relationship or contact afterwards.
Versace was returning from a morning walk to his mansion on Ocean Drive in Miami Beach, where he had been staying with his partner Antonio D'Amico. He was greeted by Cunanan, who shot him twice in the head at point-blank range. Witnesses chased Cunanan, but he managed to escape. He was found eight days later on a houseboat nearby, dead from a self-inflicted gunshot wound. He left no note or explanation for his crimes.
Versace's murder shocked the world and left a massive void in the fashion industry. His funeral was attended by more than 2,000 people, including celebrities, friends, and family. Elton John and Sting performed at the ceremony, while Princess Diana and Naomi Campbell were among the mourners. His body was cremated, and his ashes were buried in his family's vault near Lake Como in Italy.
Versace's death also marked a turning point for his family and company. He had left 50% of his company to his niece Allegra Versace Beck, who was only 11 years old. He had left 30% to his brother Santo Versace, who became the CEO, and 20% to his sister Donatella Versace, who became the creative director.
Donatella had to take over the responsibility of continuing her brother's legacy and vision while coping with her grief and personal issues. She struggled with drug addiction and depression until she checked into rehab in 2004. She also had to deal with the pressure of competing with other fashion houses and keeping up with the changing trends and tastes of the market.
Despite the challenges and difficulties, Donatella kept the Versace Group alive and relevant. She honoured her brother's style and spirit while adding her touch and flair. She also expanded the brand into new areas, such as cosmetics, fragrances, watches, eyewear, home decor, and hotels. She also collaborated with artists and brands, such as H&M, Zayn Malik, Kith, Ford, and Google.
She also supported various causes related to AIDS awareness, women's empowerment, and LGBTQ rights. She also raised her daughter Allegra, who inherited her uncle's stake in the company when she turned 18 in 2004. Allegra became a director of the company and an adviser to her mother. She also pursued her interests in art, theatre, and animal welfare.
The Versace family's journey through fame, tragedy, and resilience has been depicted in various media forms. One of the most recent examples is the 2018 series "The Assassination of Gianni Versace: American Crime Story", which won several awards and nominations. The series was based on Maureen Orth's book "Vulgar Favors: Andrew Cunanan, Gianni Versace and the Largest Failed Manhunt in U.S. History". The series starred Edgar Ramirez as Gianni Versace, Darren Criss as Andrew Cunanan, Penelope Cruz as Donatella Versace, and Ricky Martin as Antonio D'Amico. The series received praise for its performances and direction but faced criticism for its accuracy and portrayal of some events and characters. The Versace family said that they did not authorize or participate in the series production and that it was based on a book full of gossip and speculation.
Medusa - the Versace Logo
One of the most recognizable symbols of Versace is its logo: a stylized head of Medusa surrounded by Greek meanders. Medusa was a figure from Greek mythology with snakes for hair and could turn anyone looking at her into stone. Gianni chose this symbol because he was fascinated by Greek culture and wanted to convey that his clothes had the power to seduce and captivate people.
The Medusa logo reflects the style and identity of Versace, which is based on a combination of classical and contemporary elements. Versace is known for its use of luxurious fabrics, such as silk, leather, lace, and fur, and its rich colours, such as gold, red, black, and white. Versace is also known for using bold prints, such as animal, floral, geometric, and baroque prints. Versace also uses embellishments, such as crystals, studs, chains, and medallions.
Versace's style is glamorous but also daring and provocative. Versace is known for its revealing cuts, such as plunging necklines, high slits, low backs, and sheer panels. Versace also uses unconventional materials, such as metal mesh, PVC, rubber, and denim. Versace is also known for its use of innovative techniques, such as laser-cutting, digital printing, and 3D printing.
The Versace brand's style is elegant, playful, and fun. Versace is known for its humor, irony, and references to pop culture. Versace is also known for its use of collaborations with other brands and artists, such as H& M (2011), Zayn Malik (2017), Kith (2018), Ford (2019), and Google (2019).
Versace's style is fashionable but also influential and iconic. Versace has created some of the most Sophisticated parfums and memorable dresses in history, such as the black safety-pin dress worn by Elizabeth Hurley in 1994, the green jungle-print dress worn by Jennifer Lopez in 2000, the pink feathered dress worn by Penelope Cruz in 2007, the purple butterfly dress worn by Lady Gaga in 2010, and the gold chainmail dress worn by Kim Kardashian in 2018.
The Stars Who Wore Versace
One of the reasons why Versace became such a successful and iconic brand is because of its celebrity clients. Versace has dressed some of the world's most famous and influential people, from royalty to Hollywood stars to music legends. Here are some of the stars who wore Versace and made history:
Princess Diana: The Princess of Wales was one of Gianni's closest friends and a loyal customer of his brand. She wore many Versace outfits during her public appearances and private events. One of her most iconic looks was a blue silk gown with gold embroidery that she wore at a charity gala in 1996.
Elizabeth Hurley: The British actress and model became an overnight sensation when she accompanied her then-boyfriend Hugh Grant to the premiere of Four Weddings and a Funeral in 1994, wearing a black Versace dress held together by gold safety pins. The dress was dubbed "that dress" by the media and became one of the most famous.
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Jennifer Lopez: The American singer and actress made history when she attended the Grammy Awards in 2000 wearing a green Versace dress with a plunging neckline that exposed her navel. The dress was so popular that it inspired Google to create its image search feature. Versace also recreated the dress in 2019 for its spring/summer collection.
Madonna: The Queen of Pop was one of Gianni's muses and collaborators. She wore many Versace outfits on stage and screen. She also starred in several Versace ad campaigns in the 1990s and 2000s. One of her most memorable looks was a gold corset with conical cups that she wore during her Blond Ambition Tour in 1990.
Elton John: The Rocket Man was another close friend and collaborator of Gianni. He wore many Versace outfits on stage and off stage. He also designed some outfits for Gianni's shows and collections. One of his most iconic looks was a blue suit with colourful stars that he wore during his performance at Live Aid in 1985.
Michael Jackson: The King of Pop was another loyal customer and admirer of Gianni. He wore many Versace outfits on stage and screen. He also visited Gianni's mansion in Miami Beach several times. One of his most iconic looks was a red military jacket with gold buttons that he wore during his HIStory World Tour in 1996.
Lady Gaga: The Mother Monster was one of Donatella's muses and friends. She wore many Versace outfits on stage and screen. She also wrote a song called "Donatella" for her album Artpop in 2013. One of her most iconic looks was a purple butterfly dress with a matching hat she wore during her performance at the MTV Video Music Awards in 2010.
Kim Kardashian: The reality star and entrepreneur was one of the most recent celebrities to wear Versace and make headlines. She wore a gold chainmail dress with a cross pendant that hugged her curves and showed off her cleavage at the Met Gala 2018. The dress was inspired by a similar one worn by Donatella in 1997.
Conclusion
Versace is more than just a fashion brand. It is a story of passion, innovation, glamour, tragedy, and resilience. It is a story that continues to inspire and fascinate people worldwide. What do you think of Versace? Do you have a favourite dress or a memorable moment from its history? Let me know in the comments below.