After having an interest in its past, we will study the present and the future of Versace, in particular its artistic leadership and policy developments.

The Style

Donatella is always there to 57 years... it is indisputable.
We can't miss her air of flower girl! However, it is clear that significant changes occurred within the artistic direction, enshrined in the collection fall winter 2010.

I think this is the best collection of Versace, and probably one of the best I've seen (all brands combined).

Versace man is like a biker from the future. The leathers are chiseled laser, coated, studded in the material. Always impeccably, cut suits are also a leap in time, as shown a set 3-piece composed including leather jacket varnish, finely stitched and chiseled.

Structured, highly innovative and daring, this collection looks reach a very high level of quality and design.

But the change does not stop there, and will crescendo. Costumes parent applications in textured leather and belts to bags. Then all of a sudden, it reviews Baroque print appear and with them a sense of exuberance. And it continues, we dare the floral print on the costume that loses any form of sobriety. As the explosion of a new personality whose apotheosis made us land on the moon to the collection for next summer, where Versace still dare: a Gladiator tunic embroidered Golden pearls and gold son, pastel leather and aluminum wire, and sets printed micro fabrics wrapped with gold leather straps.

This Versace today ... decadent, crazy ... and finally importable.
The quality is still there, this brand is not (yet) affected by offshoring, thus ensuring a high level of technical expertise in the work and assembly materials. Versace man is pushed too far in the eccentricity , probably too much for most of us, but this form of excess in the creation of Versace is a brand made ​​for all those who have everything seen, all worn, tried everything. 

Artistic choice that allows the brand to return to the front of the scene, perhaps, settles down again in a few years...

The strategy

These enormous changes do not stop at the "back to basics" pretty folk of the brand.
We talked about the Versus line has also been relaunched under the direction of Christopher Kane. However, we learned recently that the young designer leaves the mark after six years of collaboration, to devote himself to his own line and not to join Balenciaga, according to several denials... 

To replace it, the brand will make calls to young designers and wish to break with the fashion calendar and even seasons, providing out-of-fashion week collections. The mark will thus present in April 2013 a collection designed by Jonathan Anderson.

All bathed in a "digital" strategy according to the direction of the communication of the group. This, the line of haute couture fashion shows also resumed in June at the Ritz with all investments that it requires, even if Atelier Versace is never completely ceased its activity.

The choice of Ferraris seem to win, the company takes a deep breath. The most representative of what will be Versace in the very near future is embodied in its report to web design and distribution. The brand has always managed to make it desirable as discreet or secret, as the number of points sale was restricted, and its presence on the retail sites online low.

But in recent years, you may have noticed a Facebook page and a Twitter account Versace regularly fed and regular changes in the design of the website , showing an interest to the digital world. The sacredness of this movement took place last month, with the launch of an online store, offering already delivery in 8 European countries products of the first line.

Ferraris, CEO of Versace SpA said it had "the intention to make our products available almost anywhere in the world within 12 to 18 months." 

But why break with the "scarcity" difficult to maintain in the world of luxury? Officially, because "the craze for the brand Versace is growing, and it is impossible to open stores fast enough”, according to the Italian businessman.

Maybe, but at the same time we could see that the brand has expressed a desire to go public ... And inevitably it is better to attract investors, sell more and show that it is reactive, even compromising its luxury image as is currently the case for Dolce & Gabbana, although it is still far from that! 

Theorists say that Versace would lean towards a democratic luxury like Gucci, rather than traditional luxury like Chanel for example.

But who says online sales said production could (much) larger than some shops, especially if the world can access this site. Society did not want to meet us on the subject of the manufacturing of its products: Will they outsource production or maintain control?

Will she give in to the lure of offshoring or keep the "Made in Italy. Manufactured and certified by Versace? " 

The silence on the subject is not reassuring; particularly a product manufactured outside Italy Versace would be of more interest and could fall as...

In conclusion

The future of Versace seems to move towards excess.

Immoderation in spectacular and rock collections inspirations.

Excessiveness in the distribution "almost anywhere in the world" Which raises the question of places and the quality of production. And could threaten the prestige of this great name of Italian fashion.

But one thing is certain, it is that Versace has not finished surprising us, and reflects an ability to mutate impressive... for the best... and worst.