Donatella Versace made headlines on March 13 with an announcement that shocked the fashion world: after nearly three decades of creative leadership, she will step down as Chief Creative Officer of Versace, a position she’s held since 1997. Beginning April 1, 2025, Donatella will take on a new role as Chief Brand Ambassador, focusing on philanthropy and continuing to advocate for the family-founded brand. In her statement, Donatella expressed gratitude to her team and reaffirmed her deep connection to the Versace legacy: “Versace is in my DNA and always in my heart.”
The timing of the announcement coincides with significant industry shifts, including mounting competition for Versace. Italian luxury giant Prada is reportedly close to acquiring the brand, with a deal expected to be finalized this month for nearly $1.6 billion (€1.5 billion). Meanwhile, Versace’s financial performance has been inconsistent, with its revenue for the third quarter of fiscal 2025 falling 15%, amounting to $193 million.
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Donatella’s departure as CCO marks the culmination of an era in which she revitalized a legacy, steering the company through its darkest times following the tragic murder of her brother, Gianni Versace. As her successor, former Miu Miu Design Director Dario Vitale will now lead the brand starting April 1, 2025.
Leading Through Crisis
Donatella was not just Gianni’s sister; she was his closest collaborator. When he was tragically murdered in 1997, Donatella took the reins at the helm of Versace and led it through a delicate transition. Despite the emotional and professional challenges, she preserved the brand’s powerful identity, injecting her own bold vision into the house. Versace’s legacy was never in danger, thanks to Donatella’s innovative direction. Under her leadership, Versace became more than just a brand—it became an icon.
Donatella’s entry into Versace was not by accident. She joined the company in 1981, serving as Vice President and contributing creatively. In 1993, she launched the Young Versace and Versus lines. In the same year, the brand made headlines when Elizabeth Hurley wore the now-iconic black dress to the premiere of Four Weddings and a Funeral, a moment that would define both the brand and its relationship with pop culture.
Since then, the brand has boomed, now boasting 234 stores worldwide. Despite setbacks, Versace’s cultural capital and status remain unshaken.
Versace’s Cultural Reinvention
Donatella’s boldness transformed Versace from a family-owned label to a global powerhouse synonymous with sensuality and luxury. She effortlessly blended innovation with heritage, and her iconic fashion moments have redefined not only the brand but also the fashion culture at large. Who could forget Jennifer Lopez’s groundbreaking green Versace dress at the 2000 Grammys, which led to the creation of Google Images after it sparked an internet frenzy? That dress remains a symbol of Versace’s global cultural impact. Donatella revived this legendary piece during Versace’s Spring-Summer 2020 show with Lopez modeling a modern iteration of the gown.
Her influence didn’t stop at fashion runways. Pop culture has embraced her, with Lady Gaga naming a song after her in 2013, Penélope Cruz portraying her in The Assassination of Gianni Versace: American Crime Story, and Donatella herself making a cameo in Zoolander 2. She’s styled icons from Elton John to Taylor Swift and created unforgettable looks for the Met Gala, including Blake Lively’s Statue of Liberty-inspired gown in 2022 and Gigi Hadid’s show-stopping red leather jumpsuit.
Expanding Versace’s Influence
Under Donatella’s leadership, Versace broadened its brand into the realm of high-profile collaborations. From H&M’s 2011 collaboration to the 2021 Fendi x Versace ‘Fendace’ collection and the 2023 Dua Lipa x Versace ‘La Vacanza’ collection, she understood that luxury could meet mainstream culture without compromising integrity. These collaborations extended Versace’s reach far beyond traditional fashion enthusiasts, attracting a younger, more diverse audience.
The designer also led initiatives with artists and celebrities like Lady Gaga, Zayn Malik, and Sabrina Carpenter, reinforcing the brand’s deep ties to the entertainment world. Versace’s presence in fashion is as much about culture as it is about couture.
Versace’s Corporate Journey
In 2014, US private equity firm Blackstone acquired a 20% stake in Versace, valuing it at $287 million. By 2018, Donatella was instrumental in overseeing the fashion house’s $2.1 billion sale to Capri Holdings Limited, ensuring Versace’s continued global prominence under new ownership.
This transition was part of a broader strategy to position the brand for long-term success. And despite recent challenges, Donatella’s leadership has proven pivotal in maintaining Versace’s position at the top of luxury fashion.
A Legacy Of Luxury Hospitality
Donatella’s vision extended beyond the catwalk. In 2000, she helped launch the world’s first luxury hotel branded by a fashion house—Palazzo Versace in Queensland, Australia. The hotel introduced a new way of experiencing luxury, embodying the opulence and lifestyle that the Versace brand represented. Palazzo Versace’s success continued with properties in Dubai (2016) and a third in Macau, set to open in 2024.
Awards, Recognition, And Philanthropy
Throughout her career, Donatella has been showered with accolades, including the Fashion Icon Award at the 2017 Fashion Awards and the 2018 International Award from the CFDA Fashion Awards. In May 2023, she was named a Grand Officer of the Order of Merit of the Italian Republic, Italy’s highest honor. Her philanthropic work, particularly in support of emerging designers and fashion education, has also earned her widespread respect. She founded the Central Saint Martins 20:20 Fashion Fund in 2010 and launched the Gianni Versace Scholarship in 2017 to honor her late brother.
Donatella has also made her mark on sustainability, with Versace’s commitment to a fur-free future and ethical fashion practices being recognized globally. Her influence has redefined what it means to be a modern fashion icon—courageous, innovative, and forever connected to the legacy of Gianni Versace.
As she transitions to her new role, Donatella’s impact on fashion and culture remains undeniable. She may be stepping down from the creative helm, but her passion for Versace and its future is more alive than ever. The Versace empire, shaped by Donatella’s fierce dedication and unmatched vision, continues to thrive in an ever-evolving global landscape.
