In a significant leadership transition, Donatella Versace has been succeeded as creative director of the prestigious Italian fashion house founded by her brother, Gianni Versace. This development marks a pivotal moment in the history of the brand, following an announcement by its U.S. owner, Capri Holdings.
Donatella Versace, renowned for her influential tenure at the helm of the iconic fashion label, has transitioned to the role of chief brand ambassador. Her successor, Dario Vitale, previously served as design director at Prada’s Miu Miu brand and will assume the creative director position on April 1. In a statement, Versace expressed her support for Vitale, noting her commitment to nurturing the next generation of designers.
Versace’s journey began in 1997, following the tragic murder of her brother Gianni. Initially stepping into her role with caution, Donatella quickly demonstrated a daring approach that led to legendary fashion shows and red carpet statements. Her era included a memorable tribute to Gianni and the resurgence of the famous jungle dress worn by Jennifer Lopez.
The structural shift occurs amidst rumors of the Prada Group’s interest in acquiring the brand from Capri Holdings. While no official sale plans have been disclosed, Miuccia Prada indicated interest during Milan Fashion Week. As speculation swirls, Versace remained silent on the matter while attending what was to be her final runway show in a jacket designed by Gianni.
Amid this transition, Versace received a wave of public support from both industry colleagues and fans. Esteemed designers such as Roberto Cavalli’s Fausto Puglisi and former Valentino designer Pierpaolo Piccoli, along with numerous fans, praised her influence on social media. Versace acknowledged the emotional impact of her career, expressing hope that she had honored her brother’s legacy.
Capri Holdings reported that Versace accounted for 20% of its 2024 revenue, with plans to revitalize the brand’s daring image and appeal to a broader consumer base. This effort is part of a broader strategy to rejuvenate sales in accessories and attract entry-level consumers, adjusting to recent shifts in market dynamics.
Versace, in her statement, expressed enthusiasm for Vitale’s appointment, highlighting her eagerness to see the brand evolve under new leadership. Her role as the chief brand ambassador will allow her to continue promoting Versace’s values and legacy as she steps into this new chapter of her career.
The appointment of Dario Vitale as creative director signifies a new chapter for the fashion house, while Donatella Versace continues to play a vital role in shaping the brand’s future. As Versace steps back, the industry watches closely to see how this strategic change will unfold amidst ongoing acquisition rumors.
