The Story of Top Fashion Brand Versace

13 October 2009

In the entire world, no fashion brand is better known than Versace. Only around for three decades, this Italian high-fashion brand has become a mainstay, pulling in huge money per year and constantly releasing new, cutting-edge items. Born in Reggio, Calabria, Italy in 1946, Gianni Versace was destined to be a fashion designer.

His mother owned a dressmaking business, and from a child, Gianni watched his mother's work closely, always wanting to follow in her footsteps. Finally, he was given a chance to work alongside his mother during an apprenticeship. Soon after, Gianni began work as a freelance designer, and at age 25, he began designing collections for top fashion houses including Callaghan and Genny.

Throughout the late 1960s and early 70s, Gianni's name was on the tip of every fashion designers tongue. A young man with extraordinary talent, Gianni finally decided to form his own line, merging with his brother Santo and creating the Gianni Versace Company in 1978.

He would release his first women's line later that year in Milan, Italy. It didn't take long at all for the brand to become a success. The fashion world had a healthy dose of this young upstart who consistently displayed a knack for cutting-edge, creative fashion.

By using unique cuts and ultra-vibrant prints, it was nearly impossible to miss a piece designed by Versace. The fashions were so bold and unique that even if they weren't desired by women of the day, they still turned heads and brought the Versace brand a lot of recognition. Gianni would receive international praise for his ability to constantly release never-before-seen fashions.

In 1982, Versace starting designing costumes for Teatro della Scala, lighting a fire that propelled him to new heights with his fashions. His stage costumes were used worldwide, and Gianni was now known as one of the most formidable stage designers in the world.

Versace won the Cutty Sark Award for the most innovative and creative designer in the world in 1988, and in 1993, he won the American Fashion Oscar from the Council of Fashion Designers of America. A year later is when Versace published “Designs”, a book showcasing his talent for fashion. He followed that hit up with “Men Without Ties”, “Do Not Disturb”, and “Rock and Royalty”.

Throughout the 1990s, Versace was the most sought after designer in the world, earning billions of dollars in revenue and crossing over into modern accessories and fragrances. Sadly, on July 15, 1997, Gianni Versace was gunned down outside his Miami, Florida mansion by a crazed gunman on a killing spree. After his death, Gianni's sister, Donatella Versace, took over the business and continued on the successes of her brother.

Even though their styles are different, Donatella possesses the same knack for the bold and beautiful colors and cuts. She has modernized the brand with the help of television and many of the day's most popular celebrities. To date, Versace is still one of the biggest names in fashion.
Tags: italy, milan, callaghan, genny, teatro della scala, gianni versace, cutty sark award, american fashion oscar, men without ties, do not disturb, rock and royalty, donatella versace,
Posted In: Company History, Fashion,

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Shamima Sultana - 17 March 2010

"...Its great blog...like the dresses and the color......"

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