Gianni Versace

fashion

GIANNI VERSACE

This month we are looking at another Italian fashion designer, Gianni Versace. Who was he? And what were his clothes like?

The Company

The Versace business has been tremendously successful. In the first year (1978), sales were approximately $15million. But by 1996 sales were in excess of $1billion - an increase of more than 7000% in less than 20 years. At the time of his murder, Versace had an empire that included accessories, fragrances, make-up and home furnishings as well as clothing. He’s best known for his women’s clothes, but he also made a lot of men’s clothes. In addition, Versace designed costumes for the theatre and ballet.

Versace Style

Versace had a unique fashion style, which since his murder has been continued by his sister Donatella. Versace was known for vibrant colours, unconventional materials and daring cuts. The designs were very sexy, with low-cut tops and high splits in the skirts. Some people called them vulgar; others loved them. Versace has often been called “the rock-and-roll designer”. His male customers included musicians Phil Collins, Bruce Springsteen, George Michael, Eric Clapton and Elton John. His most famous female clients were Diana, Princess of Wales and Princess Caroline of Monaco.

Career History

So how did it all start? Designing clothes was in his blood and he always considered himself a tailor, rather than a designer. His mother ran a small dressmaking business, where he served as an apprentice. He then moved to Milan and started working as a freelance designer. By the age of 25 he was designing collections for some of Italy’s top fashion houses. In 1978, with the help of his brother Santo, he set up his own company. Later the same year his first collection for women was shown in Milan. His first shop opened later the same year, also in Milan. Versace quickly won acclaim around the world and in 1982 he won his first industry award for his collection of women’s clothing. The collection included a dress made from metal, which became a trademark of his designs. Versace continued to receive awards throughout his career, for example in 1988 he was named “the most innovative and creative designer in the world”.

Business First

As well as being a highly original designer, Versace was also a very astute businessman. He was one of the first designers to work with famous photographers in his advertising; and his collaboration with the American photographer Richard Avedon helped him to become one of the world’s elite designers. He also used top fashion models in all his advertising (quite rare at the time), and he used unusual lighting effects in his fashion shows that were much more flattering than the conventional overhead lighting of the time. Tragically, Gianni Versace was shot dead outside his home in Miami, Florida in July 1997. The prime suspect for the murder (thought to be a crazy stalker) committed suicide two weeks later. After his death his brother Santo took over as CEO of the company; and his sister Donatella (who was already working as a designer for the company) became chief designer. Her designs have proved to be as popular as those of her brother, and the company continues to do well.