Versace: campaigns and stories

“Versace is a religion”

Santo Versace

Tell me, honestly, if you were a little bit surprised to see that this fashion week’s dedicated to Versace. Trust me, I had my reasons. The main one being my sincere wish to tell you a story about real Gianni Versace, a talented designer who made an incredible impact on the world of fashion and changed it forever. There will be no gossiping and the word “vulgar” is not going to be used. This week will be filled with passion, sensuality, beauty and art created by people who were and are truly fashioned by love.

I’ll begin with a few images from Fall 1995 campaign featuring amazing Kristen McMenamy shot by Richard Avedon and stunning black-and-white El Mirage photos from Fall 1990 photographed by Herb Ritts, both produced by Donatella Versace.

When it came to advertising Gianni Versace was famous for his campaigns that were often made to look like editorials rather than advertising. From the very beginning he wanted the best, most creative, extravagant, sensual and fun campaigns the company could only afford. The shoots often lasted for up to 10 days and involved dozens of people.

The budget was limitless. Photographers, the best of their kind, so exclusive that many magazines couldn’t even afford them required the best set designers, make-up artists and hairdressers.

And, of course, the supermodels. Linda, Naomi, Christy, Kristen, Cindy and Helena, just to name a few were gracing the covers and pages of the top fashion publications making Versace clothes even more desirable. By mid-1990s Versace bought about 3000 pages of magazine advertising a year.

Photo source: Versace Couture Campaign Fall 1995, Versace El Mirage Campaign Fall 1990