All things Versace: A Versace Case Study

All things VERSACE: A Versace Case Study

When we think of luxury brands that are taking over the fashion industry today, we often find ourselves thinking about VERSACE. We all know the name, we’ve all seen the logo, but do we really know about VERSACE and why it has become so popular? In this blog, I will tell you everything you’ve been wanting to know about VERSACE.

What is Versace?

Versace is an Italian luxury fashion company founded by Gianni Versace in 1978. The company produces fashionable Italian-crafted clothing and accessories, as well as haute couture pieces under the Atelier Versace brand.

The Logo

The Versace logo is the head of Medusa. Medusa is a Greek mythological figure. She is generally described as having living venomous snakes in place of hair. Those who gazed into her eyes would turn to stone. The logo was also inspired by the floor of ruins in the area of Reggio Calabria that Gianni Versace and his siblings used to play in as children. When choosing the logo, Gianni Versace chose Medusa because she made people fall in love with her and they had no way back. He had similar hopes for his luxury brand, Versace, as he hoped the consumers would too fall in love with his clothes, shoes, and accessories.

Why does Versace stand out?

The House of Versace has become popular worldwide. The Versace brand incorporates bold, chic, designs and uses that technique to tie into the scenes of entertainment and pop culture.  Versace is known for its unique designs that include symbolic flashy prints and symbols as well as an array of bright colors and styles.The company also became a hit with animal lovers as they took a bold stand and announced in 2018 that they would no longer be using fur in their collections. Gianni had much support in this pursuit. He worked alongside his sister, Donatella, and brother Santo. Donatella was his muse. Gianni tested his projects on Donatella and for her he constantly revised his designs. It was the feminine element in Gianni’s life that allowed him to create a style that customers around the world have grown to love. Not only are Versace clothes premium fashion, but the people who have had the opportunity to wear the brand, continue to buy and are certain that Versace will never let them down. After the tragic death of the designer in 1997, Donatella continued to lead the brand. The Versace empire is worth millions. Donatella, the chief designer, has worked to successfully maintain customer confidence in the brand. She has become the face of the brand.

Versace Fragrances

The name Versace reminds many of high fashion, elegance, and luxury. Did you know that the Italian brand has also dabbled in fragrances since the 1980s?


  • Versace Yellow Diamond
    • This has been my signature scent for many years. I began wearing this fragrance back in 2016 and have never sought out another scent. I cannot tell you how many individuals have approached me to ask what I am wearing. Both men and women love Versace Yellow Diamond.
  • Versace Pour Femme Dylan Blue
  • Bright Crystal By Versace Eau De Toilette
  • Versace Crystal Noir Perfume
  • Versace Pour Femme Dylan Turquoise
  • Versace Eros By Versace Eau De Parfum
  • Vanitas By Versace Eau De Parfum
  • Jasmin Au Soleil By Versace Eau De Parfum


  • Versace Man Eau Fraiche EDT
  • Versace Eros EDT
  • Versace Pour Homme EDT
  • Dreamer by Gianni Versace for Men EDT
  • Versace Pour Homme Dylan Blue for Men Eau De Toilette Spray
  • Blue Jeans By Versus Gianni Versace For Men EDT
  • Versace Pour Homme Oud Noir by Versace Eau De Parfum Spray

Where can I find Versace products?

You’re probably wondering where you can buy Versace. Luckily for you, the fragrances are carried in many stores including:

  • Nordstrom
  • Saks Fifth Avenue
  • Neiman Marcus
  • Macy’s

Besides buying directly from the Versace site, you can also find Versace products from online distributors such as eBay and Amazon or sites that specialize in re-selling.

The Fall/Winter 2021 Collection

The name of the new collection is La Greca – the collection is presented in a vertical maze and can be viewed by following the link, here.

The new print is a modern 3D maze. The collection is made to make consumers feel like they can step right into it. La Greca features the iconic Greca pattern along with the Versace logo in various color combinations. Sharp angles and precise geometric shapes are presented in a strong palette that stand for power and self-confidence.

Аwаrdѕ аnd Асhіеvеmеntѕ

  • Awаrdеd thе Ѕіlvеr Маѕk Аwаrd іn 1985.
  • Dоnаtеllа wоn МТV Аѕіа аwаrdѕ іn 2002.
  • Тhе fаѕhіоn аwаrdѕ (2017).
  • In 1988 Gianni won the award for most innovative and creative designer in the world.
  • In 1993, Gianni was awarded the first American Fashion Oscar by the CDFA in New York.

American entertainer Jennifer Lopez wore a green Versace silk chiffon dress to the 42nd Grammy Awards ceremony on February 23, 2000. It picked up so much attention that it was cast a ballot as the “fifth most notorious dress ever” in 2008, with Hurley’s 1994 dress being cast a vote first in a Daily Telegraph survey. Hurley’s black dress is often referred to as “THAT Dress”. It was worn when she accompanied Hugh Grant to the premiere of Four Weddings and a Funeral in 1994.

Net Worth and Earnings

Vеrѕасе іѕ оnе оf thе lеаdіng brаndѕ оn thе рlаnеt thаt hаѕ а nеt worth of $5 Віllіоn, as of 2021. Тhе brаnd gіvеѕ drеѕѕеѕ tо ассlаіmеd individuals around the globe. It also gave drеѕѕеѕ to The Рrіnсеѕѕ оf Wаlеѕ аnd Рrіnсеѕѕ Саrоlіnе оf Моnасо. After Gianni’s passing, Versace hаd tоtаl аѕѕеtѕ оf $1 bіllіоn.

Quotes from Gianni Versace himself

I try to contrast; life today is full of contrast… We have to change.

I want always to be positive.

I like the body. I like to design everything to do with the body.

I have a fantastic relationship with money. I use it to buy my freedom.

I am not interested in the past, except as the road to the future.

Facts About Versace That You Probably Did Not Know

It runs in the family

The Versace siblings were born into fashion. Their mother was a successful dressmaker with a little empire of her own in Reggio Calabria, Italy. Here, Giovanni ‘Gianni’ Versace worked as his mother’s apprentice and learnt the art of dressmaking and design. Later, Gianni moved to Milan to establish the Versace brand with the help of his brother and sister, Santo and Donatella.

The Google Image

In 2000, Donatella Versace sent Jennifer Lopez a dress for her appearance at the Grammy Awards, the dress (pictured previously) received such significant global media coverage that Google registered the user behavior as a sign to introduce the ‘Google image’ as an option when people search for something visually and thus find the desired pictures.

The Pronunciation

In an interview with Vogue, Donatella Versace revealed that most people pronounce Versace wrong. She says that it’s not ‘Versachee’ but ‘Versach-eh’

The Value of Fashion Brands
The Value of Fashion Brands

The Collection

Versace is the most popular line that is often seen on the runway. The Versace Collection is a diffusion line that incorporates certain elements of the Gianni Versace brand with a younger and trendier spin. Positively for consumers, The Versace Collection uses less expensive materials so it’s generally more affordable.

Celebs in Versace

Imagine advertising your brand by having famous people as fans! Gianni Versace was one of the first designers to invite celebrities to fashion shows. The designer was well known and liked by high-profile celebrities including Michael Jackson, Madonna, Sting, Princess Diana, Elton John and more. Gianni even decided to invite them to sit front row at fashion shows which allowed him to feature celebrities in Versace’s marketing campaigns.

The Final Fashion Week

Before Gianni Versace was murdered, he showcased his final collection at the Ritz Hotel in Paris, France. Many years after his death, his sister, Donatella, hosted a fashion show at the Ritz Hotel in honor of her brother.

His niece Allegra

In 1993 Versace was diagnosed with a rare cancer of the inner ear. Gianni believed he wouldn’t survive surgery to treat his cancer. He created a will that indicated who would be left in charge of his fashion empire. His niece Allegra was only 11 at the time but Gianni still left 50% of the company to her. Allegra got her shares when she turned 18 in 2004 and has since joined the board of directors for Versace.

Fashion Celebration

We have seen Versace all over the world. Versace designs appear in museums all around the globe, including in Germany, Japan, Chicago, and London.

Gianni’s Other Ambitions

Aside from designing his own collections, Gianni Versace was also known for his designs for film and for theatre. Costumes created by him were used for various ballet and opera productions. Gianni often collaborated with Maurice Bejart. Maurice Béjart was a French-born dancer, choreographer and opera director who ran the Béjart Ballet Lausanne in Switzerland. On the 10th anniversary of his death, Bejart honored him in 2007 with a special ballet written just for him.

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All things Versace: A Versace Case Study Versace is a global brand with unique heritage, in this post, we're looking into the history of this brand up to its latests collections.
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