Versus (Versace)
Encyclopedia
Versus is the diffusion line
of noted Italian fashion house Versace
. It began in 1989 as the first of many diffusion lines by the house, a gift by the founder Gianni Versace
to his sister, Donatella Versace
. After closing in 2005, Donatella resurrected it with a capsule collection of accessories designed by emerging British designer Christopher Kane
, who is now co-creative director with Donatella.
The first fashion show was presented in Milan in 1990. Between 1995 and 2003 each season's collection of ready-to-wear, accessories, eye wear and watches were presented in New York during New York Fashion Week. Versus was known for its distinctive rock-chic look that Donatella favoured and still influences the houses main line collections today. Versus grew to include menswear, fragrances and its own (sub) diffusion line, Versus sport, headed by Versace's life partner, Antonio D'Amico
.
During 2004, when the company was facing a downturn in profits, Versus was reduced to a limited collection of accessories, eventually being shut down with the final show, menswear spring/summer 2005.
Donatella has likened Kane to her brother, the late Gianni Versace. Since his death in 1997, she has become the creative director of the house's main line Gianni Versace couture and other surviving diffusion lines. She said of Kane: ""Christopher reminds me of my brother Gianni when he was young, he has the same energy. That is why I asked him to work on Versus. It was the first collection that my brother Gianni let me work on, on my own, so it's very precious to me."
Today Versus is well known as Versace's second line and as a brand. It is worn by many celebrities including Cheryl Cole
, Leighton Meester
, Miranda Cosgrove
and Alexa Chung
, and featured in and on the cover of many high-profile Fashion and lifestyle international magazines like Vogue, InStyle, ELLE and Glamour.
is the face of the ad campaign shot by Craig McDean.
Diffusion line
A diffusion line is a modestly priced line of merchandise created by a high-end designer that retails at more moderate prices. These ranges are separate from a fashion house's "signature line" or principal artistic line that typically retails at much higher prices.Diffusion products may be on sale...
of noted Italian fashion house Versace
Versace
Gianni Versace S.p.A. , usually referred to as Versace, is an Italian fashion label founded by Gianni Versace in 1978.The first Versace boutique was opened in Milan's Via della Spiga in 1978, and its popularity was immediate. Today, Versace is one of the world's leading international fashion houses...
. It began in 1989 as the first of many diffusion lines by the house, a gift by the founder Gianni Versace
Gianni Versace
Gianni Versace was an Italian fashion designer and founder of Gianni Versace S.p.A., an international fashion house, which produces accessories, fragrances, makeup and home furnishings as well as clothes. He also designed costumes for the theatre and films, and was a friend of Madonna, Elton John,...
to his sister, Donatella Versace
Donatella Versace
Donatella Versace is an Italian fashion designer and current Vice-President of the Versace Group, as well as chief designer. She owns 20 percent of the entire stock market assets of Versace. Her brother, Santo Versace, owns 30 percent...
. After closing in 2005, Donatella resurrected it with a capsule collection of accessories designed by emerging British designer Christopher Kane
Christopher Kane
-Biography:Kane was born as the youngest of five children in Newarthill, near Motherwell, North Lanarkshire, to an engineer and draughtsman and housewife mother....
, who is now co-creative director with Donatella.
History
After the success of Gianni Versace SpA in the early and mid 1980s, the company's founder Gianni Versace created the house's first diffusion line, Versus, as a gift to Donatella, his sister, muse and vice-president of the company. He described it: "Versus was born with an innate creative approach, with a strong focus on innovation, flair and the unconventional. An artistic force that takes present fashion forward, anticipating new trends and embracing challenge."The first fashion show was presented in Milan in 1990. Between 1995 and 2003 each season's collection of ready-to-wear, accessories, eye wear and watches were presented in New York during New York Fashion Week. Versus was known for its distinctive rock-chic look that Donatella favoured and still influences the houses main line collections today. Versus grew to include menswear, fragrances and its own (sub) diffusion line, Versus sport, headed by Versace's life partner, Antonio D'Amico
Antonio D'Amico
Antonio D'Amico is a model and fashion designer. He is best known as the partner of Gianni Versace.-Biography:D'Amico was born in Mesagne, Province of Brindisi, Italy, and later lived in Milan...
.
During 2004, when the company was facing a downturn in profits, Versus was reduced to a limited collection of accessories, eventually being shut down with the final show, menswear spring/summer 2005.
Christopher Kane
Having acted as a consultant at Versace after Donatella acclaimed his MA collection for Central Saint Martins school of design, Donatella invited Scottish designer Christopher Kane to re-launch the line with her in February 2009 with a capsule collection of handbags, shoes and jewellery. For spring/summer 2010, Kane presented 16 dresses for the line at Milan Fashion Week. He has since presented two other collections for the line, fall/winter 2009/2010 and most recently spring/summer 2011, his first official runway collection at Milan Fashion Week.Donatella has likened Kane to her brother, the late Gianni Versace. Since his death in 1997, she has become the creative director of the house's main line Gianni Versace couture and other surviving diffusion lines. She said of Kane: ""Christopher reminds me of my brother Gianni when he was young, he has the same energy. That is why I asked him to work on Versus. It was the first collection that my brother Gianni let me work on, on my own, so it's very precious to me."
Today Versus is well known as Versace's second line and as a brand. It is worn by many celebrities including Cheryl Cole
Cheryl Cole
Cheryl Ann Cole is an English pop and R&B recording artist, songwriter, dancer, actress and model. She rose to fame in late 2002 when she auditioned for the reality television show Popstars: The Rivals on ITV. The programme announced that Cole had won a place as a member of the girl group, Girls...
, Leighton Meester
Leighton Meester
Leighton Marissa Meester is an American actress and singer. Meester first garnered attention for playing Blair Waldorf in the CW television series Gossip Girl...
, Miranda Cosgrove
Miranda Cosgrove
Miranda Taylor Cosgrove is an American actress and singer-songwriter. Her career began at the age of three, where she participated in television commercials. Cosgrove's film debut was in 2003, as Summer Hathaway in School of Rock...
and Alexa Chung
Alexa Chung
Alexa Chung is an English television presenter, model and contributing editor at British Vogue.She currently hosts Gonzo with Alexa Chung for MTV UK, and is scheduled to host Thrift America for PBS in 2011...
, and featured in and on the cover of many high-profile Fashion and lifestyle international magazines like Vogue, InStyle, ELLE and Glamour.
Fragrance
Along with the re-launch of Versus, Versace introduced a fragrance to the line, entitled Versus. Donatella said of it: "Versus is pure energy. I wanted a perfume which would express the strong contrast of a romantic yet tough femininity. This intense fragrance is dedicated to the woman who loves to dare." It is a confident blend of fruits and flower, with citrus, kumquat and star apple. The bottle is of striking purple and white design. The model Lara StoneLara Stone
Lara Catherina Stone is a Dutch model.On February 19, 2010, she was tabulated as the world's number-one fashion model on the international modelling site models.com's Top 50 Models Women ranking, a position she maintains as of November 2011...
is the face of the ad campaign shot by Craig McDean.
External links
- Official website http://www.versus.it/en/
- Facebook http://www.facebook.com/OfficialVersus