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Versace
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Versace

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Versace history

“The Versace Phenomenon” - this is how fashion editors from leading publications characterize the entire creative path of the great fashion master. Some suggest that the success of the Versace brand was due to its commitment to men's clothing lines, while others - the successful combination of running a family business and bringing innovative brand management ideas to work. The founder of Versace himself explained the secret of his creative longevity in fashion by hard work, imagination, patience and breadth of soul.

The Italian fashion designer was born in Calabria, the poorest part of Italy. Gianni's mother was a dressmaker, so the boy from the age of 12 worked for her as an apprentice. His mother taught the young Versace to work from dawn to dawn and rely only on the results of his labor. It was in the sewing workshop of the mother that the first silk dresses, cut along the side, were born, which would later become the signature style of Versace. In any case, having arrived in Milan (1973), the young master quickly gained a reputation as a person who perfectly mastered the sewing craft.

In 1978, Gianni Versace founded the family business, Gianni Versace S.p.A., or Versace for short. The emblem of the company is the Rondanini jellyfish. According to the designer himself, "jellyfish symbolizes the beauty and fatal charms of the ancient Greek classics, she is a synthesis of beauty and simplicity, which literally paralyzes and even hypnotizes."

Clothes from the house of Versace seemed to enter into a trance with their beauty and purity. His designs were distinguished by their impeccable sense of color and perfect fit.

In women's clothing, Gianni has always been attracted by tight-fitting fabrics, mini-skirts, very deep necklines, as well as open arms and back. Sensuality and frankness are the main components of the Versace fashion collections. It was he who revived the fashion for tight trousers, extremely short skirts, corsets and tight-fitting suits.

Versace was never afraid of experimenting in creativity: he combined silk - a material that often formed the basis of the collection, and particles of metal, rough leather and faux fur.

A favorite fashion designer for musicians and extroverted actors, he brought color and baroque zest to rock and roll environments. The fashion world has not seen such a bustle of color and design since the days of Pucci's psychedelic drawings. In 1982, he created a brilliant collection, literally and figuratively - the dresses were made of the finest aluminum plates and resembled fish scales. He also made masterful use of leather, most notably in his 1991 S&M collection, which allowed hundreds of socialites to discover a style based on the image of a gay man dressed in leather. However, the most famous dress from Versace is the neopank dress with safety pins, in which Elizabeth Hurley once appeared.

In 1989, the Versus youth clothing line was launched, which is still managed by Donatella Versace.

The range of Versace's creative activity is quite wide: under his own name he produced perfumes, furs, leather goods, he also sewed costumes for opera, ballet and theatrical performances. Versace's multifaceted work was noted with a special award "For his contribution to fashion and music": the designer made costumes for 25 opera and ballet performances by such masters as M. Bejart and V. Forsyth. He dressed Madonna for "Four Rooms", together with Elton John made a modern version of "Aida" by G. Verdi.

Still, the main thing for Versace was the creation of clothing collections. Like Christian Dior, he treated fashion as a capricious woman, and a woman as Her Majesty, a legislator and a kind of dictatorship. Among the royals who prefer the collections of the world couturier, it is worth noting Princess Diana, who wrote the foreword to the Versace photo album: "Rock and Their Royal Highnesses."

From the Hollywood beau monde, Versace clients include Sylvester Stallone, Hugh Grant, Mike Tyson and Woody Allen. According to Madonna, Versace completely changed her image, and famous top models Claudia Schiffer and Naomi Campbell defile in clothes with the Versace logo not only on the catwalk.

In addition to the haute courture line, Versace paid no less attention to the mass consumer. He also created prêt-a-porte collections - their distinctive features: cut and rich colors. The Italian couturier loved clothes to catch the eye. At the 1996 show, he presented the Pink Beaujolais collection, paying tribute to romanticism, and showed a whole gamut of colors - from calm pastel shades to the brightest, acidic tones.

Since 1997, the company has been headed by Gianni's sister, Donatella Versace.

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Versace Fall-Winter 2013-2014

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