End of an era: Donatella Versace stops as a creative director. What it means for Versace and the industry

Already in the first three months of 2025, the fashion industry experienced more changes than presumably throughout the year. News about switching to the conductive design items are continuously followed, just yesterday Gucci announced the Georgian fashion designeras new creative directors. There was another news from the afternoon, which seems to be even more drastic in the long term: On this day, Versace also announced that Donatella Versace said goodbye to the position as creative director after 27 years. This step truly initiates the end of a fashion era and is a sign of changing course in the entire industry.

In contrast to some other Italian fashion houses, the story of Versace is a rather younger one, albeit no less significant. In 1978 Gianni Versace founded the fashion house together with his brother Santo Versace, who was the fire until 2004. On March 28, 1978, Gianni Versace presented his first Womenswear collection and opened a boutique in Via della Spiga in Milan in the same year. From the beginning it was a real “family affair”: Donatella Versace, who had moved to Florence for studying languages ​​and literature, became Vice President of the newly founded Maison. In addition, she worked closely with her brother Gianni for, Handbags and shoes together under the versace label. From 1989 she worked for Atelier Versace, and from 1993 she alone was responsible for the second line Versus Versace.

Unexpectedly in the post as chief designer, Donatella Versace moved up in 1997 after her brother Gianni Versace became the victim of one of the most shocking crimes in the industry to date when he was brutally murdered outside of his property in Miami Beach on July 15, 1997. An event that not only shook the fashion world to its foundations. During this difficult time, Donatella Versace nevertheless took his big burden, became the creative director of the family business - and took over a post that she occupied almost 28 years until yesterday.

With her rise to the chief designer at Versace due to tragic circumstances, Donatella Versace focused on media attention in 1997. And went into the footsteps of her brother, who had established the brand to the address for spectacular catwalk shows within two decades with the most iconic supermodels of the time and for unmistakable fashion from the maison. Not an easy task for the Italian fashion designer, who took on a number of 130 Versace boutiques worldwide and a company with an estimated value of $ 800 million. In 2017, she said about this time in an interview with Guardian: "I was lost in the first five years ... I made a lot of mistakes. I always said to myself: don't try to be Gianni! "

But from today's perspective, it can be said with a clear conscience: a job that succeeded with flying colors. Not only translated Donatella Versace as the creative director of the house The design DNA, which her brother had once justified, into the respective context of time and successfully led him to the future. At the same time, she made Versace a symbol for virtues, which unfortunately are not a matter of course in fashion to this day: Versace under Donatella became a label that connected people with each other, through her common enthusiasm for the iconic opulent elegance, loud and certainly striking prints, an angular sexty and, above all, openness, diversity and a fashionable safe space. Over the years, Donatella Versace campaigned for fashion to really be made accessible to everyone; The designer is considered the great supporter of the LGBTQIA+community.

But not only that: In an industry that is currently experiencing a backward trend and occupied new items with mostly male designers, Donatella Versace was in the surf. An icon for feminism and empowerment through fashion, and, in no way known as all reviews, to remain true to themselves. In a world of 50 Shades of Beige and "Quiet Luxury" she relied on Flashy campaigns, shining prints and extra depth of cleavage, Italian maximum par excellence. The long iconic “Medusa” emblem from Versace also became a symbol of a whole fashion generation under Donatella Versace and ensured that designs from the Italian maison received their immediate recognition value. As an important and especially female chief designer, she will truly leave a gap in the industry. To a certain extent, your exit follows another trend of the present: the times seem to be over when a chief designer*stays with a maison for several decades, as Karl Lagerfeld, currently (still!) Miuccia Prada or Donatella Versace. Instead: People change in the chief position of large houses, some are still vacant, and continuously new rumors about supposedly upcoming changes in these personal details.

With her innovation spirit and something that can only be explained as the right nose and intuition, Donatella Versace's effect went far beyond pure fashion moments. For example, the jungle print dress from Versaces spring/summer collection 2000, which Jennifer Lopez wore for the Grammy Awards 2000 and, due to the high number of searches, inspired the Tech Group Google to launch its image search function. In addition to well-known faces on the runways-in 2017 she reunited the iconic supermodels of the 90s in her Versace show-Donatella Versace, as the artistic director of the label, also made a significant contribution to the Celebrity culture, as we know it today. For example, she collaborated for collections with pop star Dua Lipa. Lady Gaga dedicated the song "Donatella" to her. She designed the controversial "Safety Pin Dress" for Liz Hurley. And year after year, Versace-Roben was made by Donatella Versace in the "Best Dressed" lists of the famous Met Gala, such as the changing Atelier Versace Tulle Dress in Blake Lively in 2022, which was based on the Statue of Liberty.

With her personal aesthetics, Donatella Versace also contributed and contributed to the popularity and international awareness of the label. She let fashion speak for herself-and finally also announced what was going on yesterday's truth: When Donatella Versace in Milan after the presentation of her autumn/winter collection 2025/26 of the label, the fashion expert Hanan Besovic, known as @ideservecouture Place of clothing: Donatella Versace wore a gathered jacket for skin-tights and her characteristic platform shoes that her brother created for her in 1992, inspired by his iconic "Miss S & M" collection from the same year. And fed the rumor mill, which already suspected that Donatella Versace would withdraw to the design relaxation shortly before her 70th birthday in May 2025.

Even with her retreat from the post as a creative director, Donatella Versace is not yet completely retired. According to the official statement on the news, the designer will play an advisory role in the company in the future and officially bear the title as "Chief Brand Ambassador". With effect from April 1, 2025, Dario is a new chief designer, who most recently worked for Miu Miu. A certain exciting line -up with a character that is considered one of the most promising young designers of the Milan scene.

At the same time, however, an important chapter ends for Versace: for the first time in the 47-year history of the company, the artistic management is no longer in the Versace family. Donatella Versace is quoted for this turning point: “I am thrilled that Dario will come to us vital, and I look forward to seeing Versace with new eyes. I would like to thank my incredible design team and all employees of Versace with whom I had the privilege to work together for over three decades. It was the greatest honor of my life to continue my brother Gianni's legacy. He was the real genius, but I hope I have something of his spirit and persistence. In my new role as chief brand ambassador, I will continue to be the most passionate supporter of Versace. Versace is in my DNA and always in my heart. " With her enormous commitment, her creativity, individuality on design and personal level and ability to emphasize people, Donatella Versace's artistic heritage will certainly continue to work in the future.