What Will It Look Like After Versus?

"I am still very grateful to Gian Giacomo Ferraris, Versace, under his leadership to complete counter attack."

Donatella Versace talked about the high-level changes that just happened inside the company: "but the CEO we need today should be better understood.

Strategy and retailing

"

The Yellow haired, smoked woman has been in charge of Versace for 19 years.

Gradually, she changed from the inspiration of Mousika, founder of the company, namely his brother Gianni Versace, to the key person who really influenced the trend of brand aesthetics.

At the same time, she is also interesting, and all kinds of lace news come one after another, such as inspiring Lady Gaga to make songs with her own inspiration. Last year, she took out advertisements for Givenchy, and played fancy self timer with supermodels.

Catch up in Milan

Before the week opened, Donatella Versace received an exclusive interview at Milan headquarters.

She called herself a "night animal". From the opening time, she talked about hot topics such as the combination of men and women, fashion season and the development strategy of secondary line.

{page_break}

Gender is not important? Pure nonsense.

The arrangement at 4 p.m. made her uncomfortable.

"I prefer to be late, for example, 6 p.m."

Donatella Versace has many personal opinions about fashion show, and the most firm one is the combination of men and women.

Gucci, a fashion house from Italy, also has a high-profile support. In April of this year, Marco Bizzarri, the brand's chief executive, announced that the Gucci product line would no longer be divided into men's and women's clothing from 2017.

Coincidentally, the British brand Burberry has started the mixed male and female show in February.

And Donatella Versace is in the opposition camp.

"I don't think it's wise to have sex.

Although Versace men and women wear the same spirit behind them, they are different individuals.

She also stressed: "if we merge into a show, designers are forced to use the same fabric, but I need more freedom."

There is no season in fashion.

The biggest compromise she could think of was to concentrate men's and women's wear on the same week.

"Do you want the media to see the men's show and fly to see it again after a month? I don't understand what it means."

Donatella Versace believes that the current dazzling exhibition schedule is bound to usher in a fundamental reform.

For her, it is worth trying to show that the new way of breaking the Convention is "but it is more suitable for Versus, or the brand of young people."

"If it is printing, it will take time to develop and produce, but the idea of selling is to be instant rather than waiting for three months."

She confessed that she was a consumer, and that the 2016 models in the autumn and winter series were sold on the 8 models.

"Green is the representative color of autumn and winter?" Donatella Versace said that he likes to add green to this series of unmanageable colors. "There is no season in fashion."

The elements left behind by Gianni will be depleted one day.

Looking back to 1970s, it is the rise of Italy's new generation of garment designers, and Milan has become an important fashion capital.

Gianni Versace is one of them.

Unlike Miuccia Prada, born in a wealthy bourgeois family, Gianni Versace came from a grass-roots family. He was inspired by prostitutes, and she was famous for her sexy fur lined with sequins.

In 1979, his sister Donatella Versace began to design accessories for the company.

About ten years later, Versace's sub line Versus and children's wear series came out, behind which she was responsible for product design.

In 1997, Gianni Versace was shot dead in Miami villa, and Donatella Versace was pushed to a media spotlight overnight.

Fortunately, she worked very hard to design a new series of ready-made garments in 3 months.

"Guests always expect Versace to have some Baroque clothes, but I want to bring out something new."

Donatella Versace takes men's clothing as an example: "when men talk about Versace, they will associate with labels, such as leather pants and rivets.

But one day, the mark left by Gianni will be consumed. Almost every brand will use rivets today.

What will it look like after Versus?

To be more precise, what does Versus look like without Anthony Maccarello? In April this year, the French fashion house Saint Laurent excavated Anthony Versace from the Versus Versace to replace Hedi Slimane.

Donatella Versace and Anthony Vaccarello

1989 the Versus center has been closed for some time.

In 2005, Versace's CEO thought Versus was too expensive and cut down the sub line brand in streamlining the plan.

It was not until 2009 that Versus was reopened. This time it focused on social media.

"Before that, we were always in a relatively closed circle, except that the designer was a reporter.

But fashion is no longer the exclusive domain of the elite. It has been democratized. "

Donatella said in an interview.

"The departure of Vaccarello does not mean that Versus is over. In fact, we have already been there to command the overall situation.

In September of this year, we will probably make a display of 30 models in London. "

The new face of Donatella Versace is not just the "anonymous" creative director, but also the newly appointed CEO Jonathan Akeroyd.

"Akeroyd has worked for Harold for 11 years, and her rich retail experience is what we need at this stage," she said.

If Versace's goal is to become the next Italian company to be listed, it must step up its pace.

In 2015, Vercase sales grew 17.5%, to 645 million euros.