In the last few years, Versace has owned the “you had to be there” fashion show. See a surprise appearance by Jennifer Lopez in 2019 and a glut of original supermodels in 2017. But amid a pandemic, even that party-ready glamor icon Donatella Versace has had to settle for an audience at home. , possibly in sweatpants, and a digital show.
The brand’s fall collection was shown as part of a digital Milan Fashion Week, through a film starring Bella, Gigi Hadid and Irina Shayk. It featured sparkly minidresses, cropped tops and va-va-voom LBDs for women, and flowy silk shorts and shiny vinyl textures for men. Also included was a new print and version of the Medusa logo with a smiley face, which the press release called “a symbol of celebration, freedom and communities on the dance floor.” The Versace collection is ready when, and yes, the nightclubs open on June 21.
Donatella Versace said the current situation, between life under lock and key and hope for a post-vaccine future, influenced her designs. “The collection includes many versatile pieces derived from the way our daily lives have changed,” she said, “but it also offers some very glamorous pieces as we all miss dressing up and I’m sure some of us are eager to get into a costume. metallic mesh dress as soon as we get the chance! “
The designer, like most people over the past year, has had to adapt to a new way of working. She says Zoom calls can be “alienating” and was challenged to work with her team remotely, designing clothing that would look good for consumers who shop only online.
“To be honest, and looking at the market, I felt we were more likely to make mistakes than to be successful,” he says. “Together with my team, we tried to get out of our comfort zone for a second and think differently.”
Initially “not a huge fan” of digital shows, now she describes them as “the way to go.” “Typically, a fashion show ends in about 10 minutes,” he says.
“With this program, we spent a whole day filming and taking pictures. The models walked around in their outfits for hours and I realized how progressively they were getting more and more into their ‘character’. “
With those characters falling more on the side of costumed style, does she predict a return of glamor? “Yes, I have no doubt,” he says.
“Glamor has had different characteristics according to the times. So if everything has changed or is changing, then the definition of glamor will also evolve into something else. “
The new print, dubbed Greca, is designed to rival the monograms of competitors such as Gucci and Louis Vuitton, and to emphasize the brand’s luxury. While Gen Z has opted for Versace, thanks to the endorsement of the likes of the Hadids and relatively accessible items like £ 240 sliders, this could be seen as an offer for consumers to invest in handbags, traditionally a more expensive part of a luxury. . brand business, with prices starting at £ 610.
The Versace brand has been owned by Capri Holdings since 2018. While the pandemic has stunted growth, it reported sales of $ 696 million in the year ending November 2020, and online sales more than doubled last year.
George is Digismak’s reported cum editor with 13 years of experience in Journalism