On March 13, Donatella Versace announced that she will be stepping down from her role as Chief Creative Officer of Versace after almost three decades of running the brand. She is now the Chief Ambassador of the Fashion House, which is an honorary position that allows her to focus on her passion for philanthropy and remain the face of the Versace family.
Before turning into Versace’s powerhouse, Donatella was the main muse at the right hand of her older brother and the brand’s founder, Gianni Versace. After his tragic murder in 1997, Donatella was pushed into the role of creative director, overwhelmed by her brother’s death and the newfound attention from the fashion world. The beginning of her career was shadowed by doubt from those around her, as well as her struggles with grief and addiction.
“My brother was the king, and my whole world had crashed around me,” she told the Guardian in 2017.
As Donatella gained her footing as the newfound leader of Versace, she made it clear to everyone that her mission was to leave her own mark on the brand while continuing to honor her brother.
“I had been listening to everyone else, and then I realized, who was the person my brother listened to? Me. I worked with him every day. I was much more than a muse. It was a dialogue between us. We discussed everything,” she said.
Donatella’s decision to trust her intuition proved that she was up for the challenge of building the fashion powerhouse that Versace is today.
Despite her tumultuous beginnings, there is no doubt that Donatella’s legacy over the last 28 years has solidified her status as a legend in the industry. Known for her supermodel-filled runways and emboldened designs, several iconic moments in Donatella’s career have forever left their mark in the fashion space.
Her debut for the spring/summer 1998 season featured stars such as Naomi Campbell, Kate Moss and Shalom Harlow. The new millennium came with the memorable “Jungle Dress” worn by Jennifer Lopez at the 2000 Grammy Awards, generating so much interest in the brand that the Google Image search function was born. Donatella maintained her unwavering resilience and creative spirit during the Versace SS08 show, marking the transition from the Y2K movement to the aesthetic of the 2010s.
To commemorate the 20th anniversary of Gianni’s passing, Donatella walked alongside the original Versace supermodels in an unforgettable tribute to the brand’s history. The last few years have brought along more iconic red-carpet moments, such as Zendaya’s 2021 BET Awards dress and Anne Hathaway’s safety-pin gown at the 2023 Met Gala. The 2020s have also given rise to Versace’s Global Ambassador role with representatives such as K-pop superstar Hyunjin of the group Stray Kids and Chinese actress Rosy Zhao, growing the brand’s East Asian audience. Her final show this season paid homage to Gianni’s original designs, marking the emotional end of an era.
Photo Credits: Free Malaysia Today
Donatella’s unapologetic nature and passion for philanthropy are reflected in her use of fashion and influence to champion social causes. Versace has always been at the forefront of the LGBTQ+ rights movement — the Versace Foundation has pledged to preserve LGBTQ history and culture while also supporting programs and resources for the community. Donatella has also been a leader in the feminist movement, considering her role as a leader in the male-dominated high fashion industry.
Now that Donatella has stepped down from her throne, what is next for the brand?
Dario Vitale, former design director at Miu Miu, will be stepping up as the new Chief Creative Director of Versace starting April 2025. Donatella has always been a strong advocate for new designers; in her farewell Instagram post, she stated that she is “thrilled that Dario Vitale will be joining us, and excited to see Versace through new eyes.”
There have been discussions of selling the Versace brand to the Prada Group, which currently owns Prada, Miu Miu, Church’s, Car Shoe, Marchesi 1824 and Luna Rossa. The acquisition could potentially help maintain the Versace brand, especially following the post-COVID stagnancy of the luxury fashion market.
Vitale’s relationship with the Prada Group through his work at Miu Miu may also signal a major creative shift for Versace. 2024 was a record year for Miu Miu under Vitale’s direction; he helped build a trans-generational appeal for the brand through viral products, international celebrity endorsements and the cultivation of a successful personal brand. Miu Miu now contributes about 25% to Prada Group sales, showing Vitale’s ability to break into the fashion world while maintaining creative integrity. With the slowing down of the luxury market affecting Versace’s sales, his fresh perspective on high-end fashion might be what the brand needs for a strategic revival. Considering his massive success with the rise of Miu Miu, it will be fascinating to see how he continues the Versace family’s legacy.
Donatella’s work at Versace has forever changed the fashion world, and her impact will continue to extend through her philanthropic efforts as Chief Ambassador. Although she is no longer at the creative helm of Versace, her new role will allow her to focus on the core social values that Donatella has proudly woven into her family brand over the last three decades.