A combination of canny celebrity dressing, a surge in archival interest, and Donatella’s enduring icon status have made the brand a star once more.

1. A combination of canny celebrity dressing, a surge in archival interest, and
Donatella’s enduring icon status have made the brand a star once more.
The gears of the mighty Versace machine are working overtime these days. In
the past 12 months, the brand has experienced a sudden resurgence, and its
golden, Medusa-head emblem is everywhere: on celebrities, splashed
throughout the Internet, and in the shopping carts of archival fashion
enthusiasts.
Zendaya appeared at the 2021 BET Awards in the same purple, magenta, and
lime green Versace dress that Beyoncé wore to perform “Crazy in Love” at the
very same awards ceremony 18 years prior. Dua Lipa attended the 2022
Grammys wearing a black bondage gown from the brand’s fall 1992 collection,
just one year after the singer made her runway debut at its spring 2022 show.
And at Brooklyn Beckham and Nicola Peltz’s wedding, the bride wore a pair of
Medusa Aevitas platform heels: a shoe that’s been seen on Ariana Grande and
countless influencers, setting off a flurry of sky-high knockoffs in its wake.
From Olivia Rodrigo wearing a vintage Versace gown that’s older than she is
to Iris Law digging into the brand’s archives for yet another throwback
Beyoncé look, Versace has become the go-to fashion house for nearly every
“It” girl and boy (see: Lil Nas X at the 2021 Grammys in hot pink leather).
What’s unique about Versace Bedding Set is the fact that it’s just as much a
part of pop culture as the celebrities it dresses—and much of the credit for
that goes to its bleach-blonde leader, Donatella Versace, who has set celebrity
dressing deep into the brand’s roots. But in 2022, Versace’s status as an
aspirational, celebrity-focused brand has taken on new meaning. It’s also
become a popular label to shop at resale; young people looking for a bit of
fashion escapism are snapping up fabulously Baroque, ostentatious homages
to more glamorous days gone by.

3. From the moment Gianni Versace launched the company with his sister,
Donatella, and brother, Santo, in 1978, he recognized how generating
publicity with a whiff of the scandalous could work to his advantage. He
published advertisements and curated runway moments that have gone down
in fashion history: Sylvester Stallone and Claudia Schiffer nude, with nothing
but Versace flatware covering their genitals; or Kate Moss in a dress adorned
with syringes following the supermodel’s stint in rehab. Gianni also prioritized
dressing celebrities, cornering the market on musical acts of the day: Elton
John, Madonna, Prince; and later, Axl Rose, Jennifer Lopez, Tupac, and Mariah
Carey. Celebrities have always loved Versace, and Donatella has carried on this
legacy since her brother’s death, after which she was named design director in
1997. Making celebrities fans of Versace has its spoils, too—it’s contributed to
the label’s position in the pop culture pantheon. There’s a reason Saturday
Night Live’s Maya Rudolph impersonated Donatella in skits that have become
comedy canon; Migos chose “Versace” as the name and subject of their
breakout hit, and Jennifer Lopez’s green silk chiffon gown, (which she wore to
the 2000 Grammy Awards, then revisited at Milan Fashion Week in 2019,) led
to the creation of Google Images. The singer broke the Internet with Versace’s
help long before Kim Kardashian was ever on the scene.
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Wherever archival Versace goes, Donatella is rarely far behind. While Dua Lipa
was working her vintage black gown at this year’s Grammy Awards, for
instance, Donatella was just down the red carpet, hosting a fashion pre-show
with E!; she was later invited on stage. She’s starred in countless Versace
advertisements—most recently, alongside Gigi and Bella Hadid in the Medusa
Mini purse campaign—and even appeared in movies like Zoolander, starring,
naturally, as herself. She’s recognizable not just among fashion folk, but to any
person who consumes culture on a somewhat regular basis. For celebrities,
being associated not only with the fashion house itself, but its extremely
recognizable cofounder, is a boon.
Donatella is a physical manifestation of the brand itself: she is the picture of
wealth, lavishness, and luxury. It’s a fact that she herself knows very well, and a

4. way to propel the brand even further into the spotlight. In a 2018 GQ profile,
Donatella described her label as “a dream. It’s a dream that people want to be
part of.” Versace’s designs provide so much fantasy that it’s impossible not to
get swept up in its golden glow—and that fantasy is especially captivating
during a global pandemic, a war, and an economic downturn. Versace speaks
to a generation looking for relief from this stressful geopolitical climate, and
stands for power and fun—who doesn’t want to feel that at a time like this?
Such yearning feeds into nostalgia, one of the most potent emotions fueling
fashion design (and the vintage clothing market) today. Sites like Depop,
TheRealReal, and eBay allow a much wider audience to get in on a celebrity
trend. A 20-something with an eye for a good deal could very well wear pieces
from the same ’90s and early aughts collections we’re seeing on the red
carpet.
The RealReal, for one, has sold thousands of pre-worn pieces of Versace
clothing, accessories, and costume jewelry—and in the past year, has seen
sales of Versace clothing shoot up considerably. Compared to the first quarter
of 2021, vintage Versace sales in the first quarter of 2022 have more than
doubled, with the strongest demand for ’90s and early 2000s Versace, up 206
percent year over year. The biggest gets are vintage Versace dresses, sales of
which have more than quadrupled in the last year, and printed clothing, up
259 percent. Google Trends also reports that users are searching for “Versace
vintage dress” six times more often today than they were a year ago.
According to The RealReal’s senior manager of women’s fashion, Noelle
Sciacca, interest in Versace transcends age groups, and appeals to a diverse
range of shoppers. “We see Gen X and older Millennials—who grew up with
Versace on icons of the time, from ’90s supermodels to J.Lo at the 2000
Grammys—hunting for vintage Versace,” she says. “At the same time, we have
Gen Z and younger Millennials, who’ve been exposed to Versace through
current celebrities like Bella Hadid and Lizzo.”
This interest in retro high fashion has given way to a whole host of vintage
communities on TikTok, Instagram, and Twitter. Kim Daniels, better known by
her Twitter handle @thekimbino, uses her platform to share fashion

5. knowledge and insight, with a focus on telling the backstories behind certain
looks and drawing connections between vintage garments and their
contemporary counterparts. She describes herself to W as “an avid Versace
lover” and attributes Versace mania to the brand’s rich pop culture history. “I
think it’s so loved because it’s over the top in the most gaudy way. Versace
fundamentally aligns with the current fashion zeitgeist,” Daniels says. That
includes speaking to the Y2K trends that have been dominating the runways.
“The [platform] pumps feel very early 2000s, Bratz Doll vibes,” she adds.
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