Versace rejuvenates (even more) her image – L'Officiel – France

THE PHOTOGRAPHER: A FRIEND
Donatella Versace: Steven (Meisel, ed) is simply the master. I have been fortunate to work with the greats throughout my career, but he is the one with whom every new collaboration is different from the previous one. As a new chapter in the history of the brand we open and write together. I was 25 years old when I saw him working for us the first time, and it is not forgotten! I stood discreetly in a corner, and watched in silence. It was a source of inspiration and enrichment that I still feel today. Except that in the meantime he has become one of my dearest friends!

THE STAGE: ICONIC

We wanted to create a totally industrial and decadent atmosphere. A bit like the new generation was returning to the brand's past and investing in an abandoned warehouse to discover buried treasures, left untouched. One way for me to insist on the dichotomy of this autumn-winter 2019/2020 collection, where the world of luxury and grunge are confronted, two iconic stereotypes for us. When sewing meets safety pins and unfinished hems: all the celebration of Versace iconography.

THE COLLECTION: REMASTERIZED

This collection sounds a bit like the end of a chapter opened a few seasons ago, on the exploration of the contemporary notion of masculinity and the great freedom that results from it today. We oscillate between virility and sensuality, we break genres. Styling takes over all rights, and personal interpretation is welcome. I like the idea that you can buy some parts only, or on the contrary a total-look. In both cases, we find this blend of refinement and streetwear, a kind of new classic. Pure Versace DNA remastered.

THE MESSAGE: REAPPROPRIATION!

If fashion is an eternal start, that of the 1980s and 1990s is now branding the young generation. I see in these young people, especially through the questions that many people ask me on social networks, a real fascination for our old collections. It's a bit like discovering old treasures! And it's amazing to think that this is the first time in their lives that they really see the brand, and especially that they want it so much! That's what pushed me to rethink the Versace codes for them, so that they understand them and make it easy for them.

STATUS: IN REFLECTION
Donatella Versace: Our role as creators has changed considerably. It is no longer just for us to propose a new product, a parade or a campaign, but to think about how our creations can interact with those who wear them. Fashion is a language that allows individuals and communities to assert themselves. To see beyond conventions. That's why this campaign presents a character and not a group (which has long been the specificity of campaigns Versace, ed).

Categories Fashion

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