Donetella Versace is back - But not as you know her

A renowned fashion figure and a digital retail powerhouse are joining forces to create something new in the world of fashion and beauty.

Following Donetella Versace’s departure from her role as chief executive officer at Versace in March 2025, the designer is beginning a new chapter with the launch of a joint venture alongside Revolve. The independent business will combine Donetella’s creative direction with Revolve’s digital retail expertise to develop a fashion and beauty brand focused on the next generation and how they discover and express their own personal styles. Their goal is centered around creating exceptional design, and best-in-class product without the compromise of quality. This venture plans to launch in the United States, Latin American, Asia-pacific and the Middle East.

Donetella Versace is an Italian fashion designer who became one of the most recognizable figures in luxury fashion through her work at the Versace fashion house. Her brother, Gianni Versace, founded Versace in 1978. Donetella worked closely alongside him, contributing to the brands creative direction. Following Ganni’s assassination in 1997, Donetella took over as creative director of Versace. Under her leadership Versace became known for: daring silhouettes, vibrant colours and signature prints. Donetella had many iconic moments, one being the design of the famous green Versace jungle dress worn by Jennifer Lopez at the 2000s Grammy awards. She became the public face for the fashion house, in her own right. Sadly, Donetella stepped down from Versace after 3 decades as their creative director, now she is onto the next adventure.

Founded in 2003 by Michael Mente and Mike Karanikios, Revolve is an American online fashion and lifestyle retailer that has became a major player in the digital fashion industry. The retailer primarily targets millennial and Generation Z consumers, offering an array of fashion items, beauty products and home goods, all done through a digital platform. There focus is on premium contemporary fashion all sold online, using technology and trend forecasting to understand needs and the change of demands. Influencer marketing plays a huge role in their business model, working with creators to promote the brands and attract their audience.

Donetella has stated she will be drawing inspiration from the younger generations and their fresh perspective on fashion. “I believe creativity should be fearless, inclusive and alive in the world. I have always been inspired by the next generation, in music, film, art and, of course, fashion. This partnership gives me the freedom to speak to that generation in a completely new and personal way, through beauty and fashion. Revolve understands something I believe deeply: culture comes from connection. Together, we want to create that connection with a new voice, a new look and a new energy." - Donatella

The younger generations have grown up in a digital fashion world, this is where Revolve comes in, trends emerge through TikTok, celebrities and online communities which Revolve are one step ahead of, they have an established relationship with younger customers, giving Donetella a direct route to an audience.

The venture raises the question of how can a designer with decades of experience reinterpret her creative vision for a generation that approaches luxury and personal style so differently. Donetella has the opportunity to develop a completely new identity that reflects the tastes of younger consumers. Given Revolve’s position in contemporary fashion, the venture could combine Donetella’s elaborate work with accessible and a trend conscious approach to style, appealing to the younger generations with a more causal style. Let’s not forget beauty products will also be coming our way, another avenue for Donetella to expand her creativity beyond clothing.

Will Donetella keep her bold attitude approach or will she create something new entirely?

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