Fashion designer, who brought back miniskirts and bustiers into evening wear: Who are the siblings Gianni & Donatella Versace?

Losing its appeal in the world market at the end of the 1960s, Italian fashion came to the fore again in the 1970s, with the Milan market emerging as fresh blood from the eternal rivalry between Rome and Florence. The industrial city of Milan, though lacking the historic charm of the others, had the backing of textile manufacturers in northern Italy. Already famous fashion houses such as Krizia and Missoni had moved their collections to Milan. A series of famous names, starting with Giorgio Armani, emerged from this new momentum gained by the Italian fashion industry: Dolce & Gabbana, Miuccia Prada, Moschino, Gianfranco Ferre' and Gianni Versace. 

Giovanni Maria “Gianni” Versace was born on December 2, 1946, in Reggio Calabria, Italy; He grew up with his father, tailor mother, older brother Santo, and younger sister Donatella. There was also an older sister who died at the age of 12 from tetanus.

The history of the region where he grew up was dominated by remnants of Ancient Greek culture; these cultural references would significantly influence Gianni's later life and career inspirations; For example, the Medusa head that will become the brand's logo was a memento from the temple ruins he played with as a child. Versace chose this mythological figure inspired by the fact that people fall in love with him and that one who sees him cannot turn his head again; He hoped his brand would have a similar effect on people.

Versace did his apprenticeship in his mother's sewing workshop. After studying architecture himself, he moved to Milan at the age of 26 to pursue fashion design.

In less than 10 years, Versace has built an empire worth $808 million. He used celebrities such as Madonna, Jon Bon Jovi, Tina Turner, Tupac Shakur, and Naomi Campbell in their advertisements. He also catered to the needs of names in the rock and roll industry, with clients including Michael Jackson, Phil Collins, Bruce Springsteen, George Michael, Kate Moss, Eric Clapton, and Elton John. Princess Diana and Princess Caroline were among his clients. In 1982, he started to turn a whole new page in his career, designing theater costumes. In the 90s, he was diagnosed with inner ear cancer, a very rare disease. His sister Donatella Versace took over the business while he was struggling with the disease.

The Versace brand in the late 70s

In 1979, he worked with the famous photographer Richard Avedon, with whom they later collaborated, for the first photo campaign of the Versace brand; Gianni's sister, Donatella, helped manage the photo campaign. Following her brother, Donatella moved to Milan to deal with the brand's public relations, although her role as the designer was more of a "muse and critic", it was Donatella's PR genius who brought the brand to its current status as a fashion giant.

The brand was renowned for its design aesthetics, vibrant colors, and eye-catching prints. Bold cuts were also one of the trademarks of the brand. Known as the "Rock N Roll Designer" because of his famous clients such as Elton John and Michael Jackson (he had prepared all of Elton John's stage costumes in 1992), Gianni Versace also worked with aristocratic audiences such as Wales and the Princesses of Wales. Versace also prepared the costumes for many theatrical productions.

Versace in the 90s

By putting only supermodels on the podium of the 1991-92 Fall/Winter collection, Versace contributed to the rise of the elite model mass that marked the 1990s, known as the "Supermodel phenomenon".

Versace was one of the first brands to work within its own company with all areas of the industry, from production to distribution. In 1982, the brand expanded into accessories, jewelry, and furniture. In 1993, Donatella Versace started the production of the “Young Versace” collection for children; he also took on “Versus”, a branch of the brand.

Gianni Versace met model Antonio D'Amico in 1982. His long-term relationship with his partner lasted until Gianni's tragic death in 1997. Gianni, who was shot on the steps of his house while returning from his walk to buy his morning newspaper, died on July 15, 1997. The reasons that drove the murderer Andrew Cunanan, who killed himself with the same gun 8 days after the incident, would never be fully resolved.

Versace and Donatella After Gianni

Since the establishment of the brand, Donatella, as the "muse" of her brother, has been the bloody embodiment of the design values ​​represented by the brand, albeit standing one step behind, and has not spared her support in the creative field. Therefore, it would be a great injustice to deny the importance of the brand in its formation and its survival today.

After her brother's murder in 1997, Donatella became the brand's creative director. Their elder brother Santo took over the CEO position of the brand. In his will, Gianni left 50% of the brand to Donatella's daughter, Allegra, her niece.

Donatella's wide circle also makes up the brand's portfolio. It is known that many famous names from Liz Hurley to Prince Charles attended the legendary parties of the designer. Donatella prefers to make these famous friends the face of the brand; these include Lil' Kim, Jennifer Lopez, Madonna, Courtney Love, Christina Aguilera, Jonathan Rhys Meyers, Demi Moore, and Lady Gaga.

Perhaps the point where the brand is famous is; Also known as the "Jungle Dress", which Jennifer Lopez wore to the Grammy awards ceremony in 2000, it was an emerald green dress with both a deep neckline and a deep slit. Another Versace dress to compete with this iconic dress was the "that" black dress that made Elizabeth Hurley famous in 1994.

Versace today

At the beginning of the 2000s, the company's profit rates decreased and a new CEO was sought, and the famous businessman Fabio Massimo Cacciatori joined the company in 2003. However, this collaboration did not last long and Cacciatori left his position at the fashion house in the same year due to disagreements with the Versace family. Taken as CEO in 2004, Giancarlo di Risio resigned in 2009, again citing disagreements with Donatella. Since 2009, Gian Giacomo Ferraris, who previously worked for Jil Sander, has taken over the management of the company. Santo, Donatella, and Allegra still own most of the company's shares, but in 2014 they multiplied their individual wealth by selling 20% ​​of the company to the Blackstone Group.