Colorful, bold, eccentric and extravagant: these are some words that are often used to describe Gianni Versace and his creations. “His love of culture and the world is reflected in all of his designs,” says Vogue editor-in-chief Anna Wintour of the fashion icon. He died in 1997, what makes his fashion house so influential to this day?
Versace was known for his exuberance and absurdity. Not just in his clothes, but as a person as well. He once turned his house into a nightclub for the models he worked with. The model Naomi Campbell, who became a friend of Versace, told it Vogue that he did it mostly because it was safer for models to be with him than in Miami nightlife. “And he liked to see us happy.”
Unknown Versace models have become celebrities
The couturier cared about the models who paraded in front of him during his shows. He was the first to pay them well as wages for their work. He was also the first to introduce the concept of exclusivity: you flew to Milan or Paris, and you walked alone to be fashion shows. And as a result, many models who worked for him quickly became superstars.
Versace surrounded himself with celebrities – he was regularly seen with the likes of Princess Diana, Elton John and Madonna. According to Wintour, the designer was the first to come up with the idea of putting celebrities in the front row.
He was also known for combining his fashion with music, photography and graphic design. For example, he has had musicians like Prince and Jon Bon Jovi pose for advertising campaigns. Versace was an art lover and also reflected his hobby in his shows. For example, combining classic images from Greek antiquity with pop art from the sixties. He also drew inspiration from offbeat themes like bondage and SM.
Important role in the lhbtiq+ movement
Versace was not only a forerunner of fashion. His open homosexuality has meant that he has played an important role in the LGBTQ+ movement. He broke gender stereotypes by designing clothes for both men and women. Furthermore, he has encouraged women with his provocative creations to be confident in their bodies.
On July 15, 1997, Gianni Versace was murdered in front of his home in Miami by serial killer Andrew Cunanan at the age of fifty. His sister Donatella took over the creative direction of the fashion company. She remained faithful to Gianni’s style. Donatella has often been negatively reported in the news due to her drug problems and numerous plastic surgeries, but the Versace brand hasn’t really been affected.
Still today an important fashion brand
Versace was acquired by American fashion house Michael Kors in late 2018 for $2.1 billion (€1.8 billion). Donatella remained creative director after the acquisition. For the first time, the brand ended up in a slightly more negative spiral. In Europe, some stores have disappeared due to disappointing sales results. But certainly in the United States, China and Russia, clothing is still snapped up.
Those who prefer to see Versace clothing for themselves and not wear it can visit the Groninger museum until the beginning of May. In the exhibition Gianni Versace retrospective on display hundreds of pieces from private collections of European collectors. Think of the dress Princess Diana wore in 1997 on the cover of Harper’s Bazaar. Or the black evening gown with gold safety pins in which Hugh Grant’s then-unknown girlfriend Liz Hurley appeared at the premiere of Four weddings and a funeral (photo).
“It’s a designer’s responsibility to color outside the lines,” Versace once said. He didn’t like trends: “Make sure you’re in charge of fashion, not the other way around. You decide who you are, and clothes can help you with that.”
