Donatella Versace Named Chief Brand Ambassador After Nearly 30 Legendary Years at Helm
Donatella Versace, a visionary leader, has led the Versace brand through both triumphs and challenges. Recently, she stepped down as Chief Creative Officer following Prada Group's acquisition of the brand from Capri Holding. On March 13, through an Instagram Story announcement, it was shared that Donatella will now serve as Chief Brand Ambassador. Dario Vitale will take over as Chief Creative Officer starting April 1, 2025.
In the announcement, Donatella expressed her dedication to nurturing the next generation of designers. "I am thrilled that Dario Vitale will be joining us and excited to see Versace through new eyes," she stated. She also thanked her talented design team and all the employees she had the honor of working alongside during her thirty-year tenure.
Versace's recent Fall 2025 presentation in Milan signaled a major transformation in the luxury fashion industry. This event marked both an ending and a new beginning for the iconic Italian label. "With this collection, I am not following any rules. Only the rules of the Versace DNA," Donatella stated, highlighting the brand's bold essence. Her final bow in a vintage Versace jacket, designed by her late brother Gianni, reminded attendees that for her, Versace embodies family, not merely business.
"It’s been the greatest honor of my life to carry on my brother Gianni’s legacy," Donatella stated. She emphasized Gianni’s genius while acknowledging her hope to maintain his spirit and resilience.
Donatella’s time at Versace showcases resilience and creativity. Following Gianni’s tragic murder in 1997, she elevated the brand into a global force. By embracing celebrity culture and dressing icons like Jennifer Lopez, Dua Lipa, and Angelina Jolie, she transformed Versace into a trademark of empowerment and inclusivity. Her strategic approach to the digital era and remarkable collaborations propelled the brand into the 21st century.
In her new role as Chief Brand Ambassador, Donatella affirmed, "I will remain Versace’s most passionate supporter. Versace is in my DNA and always in my heart."
The acquisition by Prada Group aims to establish a powerful Italian competitor to French giants like LVMH and Kering. Italian luxury brands have historically struggled to match the financial strength of their French rivals. A merger between Prada and Versace can potentially change this landscape, creating a strong, independent Italian luxury powerhouse.
This merger also symbolizes the drive to safeguard Italy's cultural wealth while stimulating innovation. However, fusing two brands with diverse aesthetics and operational styles may present considerable challenges. Balancing the unique identities of both Prada and Versace while maximizing their combined strengths will require strategic planning under Vitale’s leadership.
"I am truly honored to join Versace as the Chief Creative Officer," said Vitale. He noted the unique heritage of Versace and acknowledged the influence it has had on fashion history. Reflecting on his appointment, he thanked Donatella for her trust and commitment to Versace’s growth and global impact.
As Donatella steps back, the future creative direction of Versace under Prada remains in focus. Her lasting commitment to the brand is clear, and she will continue to play a valuable role in this new evolution, albeit from a less hands-on position.
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