Fashion enthusiasts and history buffs rejoice! Have you ever wondered how the flamboyant and fabulous world of Gianni Versace came to be? We have the answers for you!
Let’s unpack the entire history of this iconic Italian fashion designer, from his humble beginnings to his groundbreaking designs that revolutionized the industry.
Who Is Gianni Versace?
Gianni Versace, a prominent fashion designer of the 1980s and ’90s, started his career in Milan, Italy, in 1978. Known for his couture collections and expansion into home furnishings and perfumes, Versace designed for celebrities like Madonna, Princess Diana, Elton John, and Tina Turner. Tragically, he was fatally shot outside his South Beach, Florida home in 1997.
The First Steps
Gianni Versace was born on December 2, 1946, in Reggio di Calabria, Italy, and grew up immersed in the world of fashion. He learned the trade from his mother, who ran her own dressmaking business. After finishing high school, Versace began working for his mother.
In 1972, Gianni Versace relocated to Milan and started freelancing as a designer for Italian brands like Genny, Callaghan, and Complice. He established his own women’s ready-to-wear collection in 1978, with his siblings Santo and Donatella playing integral roles in the family-run business.
In 1978, Gianni Versace launched his brand under the name “Gianni Versace Donna” and opened the first boutique on Milan’s Via della Spiga. He maintained significant control over the brand, overseeing design and retail operations. In 1981, the House of Versace introduced its inaugural fragrance, Gianni Versace for Women. By 1982, the brand expanded its product range to include accessories, jewelry, home furnishings, and china.
Glamor Galore
Gianni Versace gained recognition for his glamorous designs, particularly his iconic siren dresses. He was celebrated for using innovative materials like aluminum mesh and pioneering techniques such as “neo-couture” laser technology to merge leather and rubber. The Medusa head motif frequently adorned his clothing and accessories. Versace debuted his first couture collection in 1989 and expanded his business in the 1990s with the introduction of two additional clothing lines, Versus and Instante.
Gianni Versace’s iconic creations included a notable black dress adorned with gold safety pins, famously worn by Elizabeth Hurley at a 1994 movie premiere, catapulting her to stardom. Versace forged strong bonds with celebrities and supermodels such as Elton John, Madonna, and Naomi Campbell. Recognized for his foresight, Anna Wintour noted that Versace was a pioneer in recognizing the influence of celebrities and supermodels, elevating fashion to a global media stage. He also demonstrated the synergy between fashion and music, showcasing their combined power.
Awards After Awards
Gianni Versace was met with numerous accolades, including four L’Occhio d’Oros and an American Fashion Oscar in 1993. His creative genius extended beyond fashion into costume design for ballets such as Richard Strauss’ “Josephlegende” in 1982, Gustav Mahler’s “Lieb und Leid” in 1983, and Bejart’s “Chaka Zulu” in 1989, earning him acclaim. In 1987, Versace received the Maschera D’Argento prize for his contributions to theater. He also designed stage costumes for prominent pop performers like Elton John, Madonna, and Tina Turner.
Gianni Versace’s designs have been featured in prestigious museums worldwide, such as the National Field Museum in Chicago, the Royal College of Art in London, the Kobe City Museum in Japan, and the Kunstgewerbemuseum in Germany. Beyond clothing, Versace diversified his brand by introducing the Signature fragrance line in 1991 and expanding into furniture and home goods in 1993. He also authored several books, including titles like “Rock and Royalty,” “The Art of Being You,” and “Men Without Ties.”
The Assassination of Gianni Versace
Gianni Versace, at the age of 50, tragically lost his life when he was murdered outside his South Beach home in Miami, Florida, on July 15, 1997. His assailant was Andrew Cunanan, a 27-year-old spree killer, who was later found dead in a Miami Beach boathouse. Versace left behind his longtime partner Antonio D’Amico, with whom he collaborated as D’Amico designed for the Versace Sport line.
After Gianni Versace’s death, multiple services were held in his honor, including one at New York’s Metropolitan Museum of Art. The fashion world’s elite, including Anna Wintour, Ralph Lauren, Calvin Klein, and Marc Jacobs, gathered to pay their respects. Performances at the memorial included Whitney Houston, Jon Bon Jovi, and Elton John.
Gianni Versace, known for dressing celebrities and royalty like Princess Diana, revitalized the fashion industry by integrating street culture with high fashion. In a decade, he established a thriving empire valued at $807 million.
The Gianni Versace Empire After His Death
Following his tragic death, his sister Donatella assumed the creative leadership of the company, while his brother Santo took on the role of CEO.
In 2000, Jennifer Lopez’s green Versace dress, worn at the Grammy Awards, garnered significant media acclaim. It later ranked as the fifth most iconic dress of all time in a 2008 poll by the Daily Telegraph, with Elizabeth Hurley’s black Versace dress voted as the most iconic. It was even the reason we have Google Images today!
Later in 2000, Versace initiated efforts to take control of all aspects of its merchandise production and sales. Facing declining profits in the early 2000s, the company hired Fabio Massimo Cacciatori as interim CEO in 2003 to reorganize and restructure the Versace Group. However, Cacciatori resigned in December 2003 following disputes with the Versace family. Giancarlo di Risio, previously from IT Holding, then served as CEO from 2004 to 2009, resigning due to disagreements with Donatella Versace.
Versace Today
In February 2014, The Blackstone Group acquired a 20% stake in Versace for €210 million.
In May 2016, Jonathan Akeroyd was appointed CEO and board member of the Versace Group.
In September 2018, Michael Kors proposed a €2 billion acquisition of Versace, resulting in all Blackstone and Versace family shares being sold to Michael Kors Limited. The acquisition concluded in December 2018, with Donatella Versace continuing as head of creative design. In January 2019, Gianni Versace S.r.l. became part of Capri Holdings. This formed a new luxury fashion group with Michael Kors and Jimmy Choo.
During this period, Versace stopped using fur in its products starting in 2018. They announced plans in 2020 to discontinue the use of kangaroo leather. In October 2018, Versace debuted its first Pre-Fall season show in New York. This was along with Gianni Versace’s birthdate on December 2. In 2021, Versace inaugurated its inaugural SoHo, New York boutique.
Available Brands of the Designer
Versace handles these two main brands as of now:
Versace Classic V2
From 1990, Versace controlled a majority stake in VeZe, a joint venture with Ermenegildo Zegna. VeZe produced the Versace Classic V2 diffusion lines for men and women starting in 1996. However, in 2004, Versace opted to discontinue the Versace Classic women’s collection. Instead, they repositioned the men’s line under the higher-end brand Versace Collezioni.
Atelier Versace
In 2004, Versace, as an Italian member of the Chambre Syndicale de la Haute Couture, made the decision to cease runway presentations of its couture collections. They opted instead to showcase them privately to editors. The brand resumed participating in the couture schedule in 2012 but discontinued couture shows once more starting from 2017.
What do you think of Gianni Versace’s legacy?
You might also want to read: History of Vivienne Westwood: From Controversial to Icon!
