Donatella Versace Biography

Donatella Versace, the younger sister of the famous designer Gianni Versace was his adviser and inspiration while he was a budding designer. ^[1]When Gianni Versace started his own fashion company in Milan, ^[2]she was right there by his side and organized many fashion shows and advertising campaigns. He awarded her with her own diffusion label, ‘Versus’ which produces clothes till today. But after his murder, the ‘Versace’ Empire fell upon hard times and she became creative director of the ‘Versace Group’. It was during the rebuilding process that Donatella showed her other talent - public relations. Using such celebrity friends as Madonna, Demi Moore, Elton John and others, she began to equate the ‘Versace’ name with celebrity in the public eye. By doing so, she managed to turn the ‘Versace’ line back into a force in the fashion industry. Another of the tactic she developed to ensure the visibility of the brand was to use well-known models for the catwalk shows which would generate press coverage. She brought a new sensibility to the house of ‘Versace’. ^[3]These days, the label is more in tune with the modern woman, while retaining her brother's original ethos. ^[4]She has emerged from her brother’s shadow and has diversified to other fields by creating branded hotels in Australia and Dubai.

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