The prestigious Versace brand is very popular among the elite of the whole world due to the chic, brilliance and luxury of its creations. Since its founding in 1978, when the thirty-two-year-old designer Gianni Versace opened his own Fashion House in Milan, fans of the brand have not ceased to admire the stunning outfits offered.
Gianni Versace was born in 1946 in a small town in southern Italy – Reggio De Calabri. His mother was the owner of a modest studio, in which he began his professional career after graduation. At 24, Gianni Versace leaves his childhood city and flies to Milan, where he designs collections for Florentine Flowers, designs knitwear for Callaghan, as well as leather and suede clothes for Genny. In 1974, he was already developing his own line of Complice leather goods.
He founded the fashion house in collaboration with his brother Santo, sister Donatella and her husband Paul Beck in 1978. In the same year, he prepares an amazing women’s collection, then a man’s and opens a boutique in Milan. Today the number of boutiques is 40.
Versace March 2010
Success accompanied the collections of Gianni Versace from the very first minutes: he surprisingly guessed the moods and aspirations of the 80s society for luxury, grace and chic. His style combined the splendor of a Roman costume, the sophistication of Greek clothing, the luxury of Baroque and the eclecticism of modernity. There was a lot of things in his creations: they were too tight-fitting, too shiny, too bright, too sexy, but at the same time incredibly beautiful! He always managed to find the fine line that separates the work of art from the creation of kitsch, which often accompanies fashion in the case of enumeration of means of artistic expression.
Evening dresses Versace
The emphasized sexuality is a characteristic feature of Gianni Versace’s work: the beauty of the female body in its super-fitting dresses and corsages attracted the eyes of others as a magnet. He and the logo for his brand chose the image of the head of the Gorgon Medusa – a symbol of hypnosis and magnetism of gaze.
Versace was always in search of interesting solutions, rightfully deserving the 1982 award “L’Occhio d’Oro” (Golden Eye) in the nomination “the best designer of the women’s collection f / w 82-83”. For the models of this collection, he first used a metal mesh developed in collaboration with German engineers. The collection was brilliant both literally and figuratively! The delight of the public knew no bounds! He will receive this award more than once.
And after the fashion show “E’Design” in 1983-1984, where he presents his designs to the public, Versace is awarded the Cutty Sark Award as “the most innovative and creative designer in the world” in the men’s clothing category.
In each of his collections, the designer sought to use some kind of “zest” that made her recognizable and gave a certain charm. These were stylized baroque and antique ornaments, unusual materials such as “chain mail mesh”, gold fittings depicting the head of Medusa, etc.
He was a maximalist, but when minimalism came into fashion, his outfits became calmer, but insanely elegant and sophisticated.
Among Versace’s clients were the most famous personalities – Princess Diana, Madonna, Elton John, Jane Fonda, Fey Dunaway, Cher, Charlize Theron and others. Madonna was the face of the brand twice – in 1995 and 2004. This practice – to choose the face of the brand – was introduced by Gianni Versace himself.
The first fragrance from a fashion brand came out in 1981 and immediately gained popularity. Today, Versace perfume is a symbol of exquisite style, elegance and chic.
In 1994, Gianni Versace, in collaboration with Frank Muller, launched the first Versace Atelier watch collection, which is made in Switzerland.
Gianni Versace was a passionate admirer of theater, opera and ballet, so since 1982 he has been collaborating with the famous La Scala Theater to create costumes for his productions, and in 1984 with M. Bejart.
On July 15, 1997, Gianni Versace was killed by a hitman near his villa in Miami at point-blank range. Around the murder began a hype in the press: the most incredible versions were put forward – from personal motives to the revenge of the Italian mafia. This caused great harm to the Versace brand, especially when you consider the fact that its creator died, on whose talent the brand was held.