Donatella Versace gives up creative reins of Italian brand
ROME
Donatella Versace is giving up the creative reins of luxury fashion label Versace after nearly three decades, it was announced on March 13, effectively ending the family's hold over the brand founded by her murdered brother.
The platinum blond fixture of Italian fashion, who turns 70 in May, will be succeeded by Miu Miu's design director Dario Vitale, in what some industry insiders see as a prelude to an upcoming acquisition of Versace by its larger rival Prada, which also owns Miu Miu.
The new role as chief creative officer for Vitale, a respected but little-known designer who has overseen soaring sales at Miu Miu, represents a turning point for the Versace label, which was founded in 1978 by Versace's older brother Gianni.
The brand beloved by jet-setters, and famous for its Medusa logo, has weathered ups and downs in its decades on the fashion scene, but the vision and philosophy behind its showy, skin-baring looks have always been steered by a Versace.
Donatella Versace will now become the label's chief brand ambassador beginning April 1, the same day Vitale takes over, owner Capri Holdings Limited said.
"It has been the greatest honor of my life to carry on my brother Gianni's legacy. He was the true genius, but I hope I have some of his spirit and tenacity," Versace said.
The designer, who took her customary bow at the end of the runway show at Milan Fashion Week last month, added that she will remain the brand's "most passionate supporter."
One of the industry's most recognizable figures, with her platinum blonde hair and penchant for high heels, Versace spent much of her early life as the self-styled muse to Gianni, who was murdered in 1997 by a serial killer.
His death thrust the youngest Versace sibling to the helm of the family fashion empire, which she began to lead as its new chief designer at age 42 with no formal fashion training.
Some of the Versace's most well-known looks, including Jennifer Lopez's cut-to-there green gown worn to the 2000 Grammy's, were due to the younger Versace's bold choices and ability to attract celebrities to the brand.
As brand ambassador, Versace will now focus on the company's philanthropic and charity work.
