House of Versace, known for its extravagant Medusa motif, turned the fashion industry into stone when the brand announced Donatella Versace’s step down as creative director —, a role she held since 1997 —, passing said position to former Miu Miu design and image director, Dario Vitale.
Versace saw its beginnings when a young Gianni Versace helped his mother run her own dressmaking business located in Reggio Calabria, Italy. His love for patterns and fabrics inspired him to open his own boutique in Milan’s Via della Spiga under the name of “Gianni Versace Donna.”
Representing “luxury, power, and beauty,” Versace chose an impactful design as the brand’s logo, an image that would not only pave the way for an incoming fashion revolution but also mark history in the fashion world: The Medusa head.
Gianni Versace revolutionized the industry by using multiple elements in the same dress and being an independent brand that did its own design, retailing and marketing in-house. Versace was the first designer to take his runway shows to other major markets — such as New York and Paris — and popularized the supermodel culture making Naomi Campbell, Christy Turlington and Linda Evangelista icons in the fashion world.
The brand’s success was notorious. A-list celebrities and important figures — such as Cher, Elton John and Princess Diana of Wales — wore Versace. The brand grewwas growing exceedingly. In July 1997, the House of Versace announced the passing of founder Gianni Versace, leaving the Versace’s devastated, alongside the fashion industry. In the same year, Versace’s siblings, Santo and Donatella Versace, took the role as the head of Versace, making Santo the CEO and Donatella the Head of Design.
Donatella’s creative vision and bold statements made Versace a powerful and iconic brand in pop culture — from its collaboration with Fendi on Jennifer Lopez’s green silk chiffon gown to the grand finale of the Versace Milan Fashion Week Spring 2018, in which the brand’s veteran supermodels — Campbell, Bruni and Schiffer — reunited on stage.
As Donatella transitions to the role of chief brand ambassador, a newly created position in Versace, Vitale makes his entrance as the new creative director of Versace, shocking the fashion industry as this marks the first time in 47 years that a Versace will not be overseeing its own creative direction.
Vitale, born in 1983 near Naples, Italy, kick-started his career working for Dsquared2. Later, he joined the Bottega Veneta brand under its creative director, Tomas Maier. In 2010, he joined Prada’s sister brand, Miu Miu, risingaising his position to Design Director and Head of Image.
Miu Miu had a staggering rise in sales, according to PRADA who reported a 93% rise in retail sales in 2024, which was all thanks to Vitale’s fashion approach and trendy designs. Vitale’s most notable works include the viral micro miniskirt from the SS22 collection, the fierce librarian looks from AW23 and the rise in rebellious hemlines.
Vitale’s vicious and innovative approach to fashion will hopefully bring growth to Versace without having to change its usual extravagant and provocative designs.
As Donatella Versace proudly passes the position to Versace’s new creative director, she excitedly expresses how Vitale is a “strong design leader.,” stating that
“Wwe are confident that his talent and vision will be instrumental to Versace’s future growth,.” Versace said.
With a proud goodbye, Donatella Versace passes the baton to the next chief creative director, Dario Vitale, with high expectations for the future of the House of Versace.
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