Donatella Versace, the iconic designer who has helmed the luxury fashion house Versace for nearly 30 years, will take on a new role as Chief Brand Ambassador starting April 1, 2025. The transition was officially announced late yesterday, marking the end of her influential run as chief creative officer, which began after her brother Gianni Versace's tragic murder.
Stepping up as the new Creative Director is Dario Vitale, previously the Design Director at Miu Miu. His appointment signifies a historic shift, marking the first time someone outside the Versace family has led the brand since its founding nearly 50 years ago.
Donatella, who took the reins of Versace immediately following her brother's death, has played a pivotal role in shaping the brand's identity over her tenure. "It has been the greatest honour of my life to carry on my brother Gianni’s legacy. He was the true genius, but I hope I have some of his spirit and tenacity," she stated, underscoring the deeply personal connection she holds to the brand.
Under Donatella’s leadership, Versace made history with memorable designs and red-carpet moments, including the iconic jungle dress worn by Jennifer Lopez at the Grammy Awards in 2000, which became so famous it helped spark the creation of Google Images. Her bold approach to fashion mirrored Gianni's vision, allowing her to forge lasting relationships with celebrities and influence the industry.
Reflecting on his new role, Vitale shared, "I am truly honoured to join Versace as the Chief Creative Officer and to be part of this special and powerful fashion luxury House created by Gianni and Donatella. The House of Versace has a unique heritage... I want to express my sincere thank you to Donatella for her trust in me, and for her tireless dedication to the extraordinary brand." His first collection for Versace is expected to debut during the spring/summer 2026 season.
The announcement of Donatella’s new role as Chief Brand Ambassador has sparked speculation within the fashion industry, with some indicating it may align with potential discussions around the sale of Versace to rival Italian fashion house Prada. Donatella's departure arrives at a turbulent time for luxury fashion, where leadership changes are happening rapidly across major brands. Just days before, it was revealed Demna would be leaving Balenciaga to take over as Gucci's creative director.
During her farewell fashion show this past February, she wore a vintage piece created by Gianni, paying homage to her brother and highlighting the emotional weight of the moment. Her legacy is interwoven with the garments she crafted, those moments of glamour and the powerful brand narrative she has built over decades.
John D. Idol, CEO of Capri Holdings, which acquired Versace for €2 billion ($3.45 billion) in 2018, praised the leadership transition as being part of "a thoughtful succession plan for Versace." He noted Vitale’s potential to invigorate the brand, stating, "We are confident his talent and vision will be instrumental to Versace's future growth." This rebalancing aims to enable Versace to regain its more daring roots, appealing to both luxury consumers and entry-level customers who may have shunned the brand during its focus on high-net-worth clients.
Despite no formal design training, Donatella's instinct and business acumen have seen her navigate the then-$807 million fashion house and drive its profitability. The accolades she garnered and the fierce loyalty within the fashion community serve as her lasting legacy. Criticisms when she initially took over did not hinder her determination or drive to honor her brother’s innovative spirit.
Looking to the future under Vitale's creative vision, the challenge will be bridging the gap between Miu Miu's more subdued style and the unapologetic exuberance characteristic of Versace. Fashion industry experts believe Vitale will have to define the next chapter of Versace, not only staying true to its flashy, provocative allure but also tapping new markets and customer bases.
Donatella’s impact on the brand will continue through her advocacy and representation as Chief Brand Ambassador, ensuring Versace's values remain evident. 'I will remain Versace’s most passionate supporter,' she vowed, stating emphatically, 'Versace is in my DNA and always in my heart.'
Fans and colleagues have expressed their gratitude and support for Donatella across social media platforms, recognizing the tremendous influence she has exerted not only on Versace but also on the wider fashion industry. With this new leadership, many are curious to see how Versace will adapt and evolve as it charts its course forward.
Change is upon Versace, but the legacy of Donatella and Gianni will undoubtedly remain engraved within its ethos as the brand embarks on this new chapter.