Iconic DesignerGianni Versace
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Apr 19, 2024
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9/19/21
Gianni Versace
"I don't believe in good taste," said infamously by one of the most iconic designers in
fashion history: Legendary, Gianni Versace. Gianni Versace was born in Calabria Italy on
December 2, 1946. Throughout his childhood, he was consistently exposed to the fashion world
as his mother worked on designs as a dressmaker for her boutique. Not only did she teach him
the basics of how to sew, but she invigorated a passion for fashion design within him. After
working for his mother in the years following his high school graduation, Versace moved to
Milan in 1972 where he designed his first collections for Callaghan, Genny, and Complice. In
1978, Versace presented his own first signature collection full of womenswear and officially
launched his company with his first RTW show. That same year, the first Versace Boutique was
opened in Milan along with a menswear line. Versace's label took off immediately, generating
popularity and millions of dollars. As the brand expanded, it became a family production with
his brother Santo handling financials as CEO, and his sister Donatella as creative director and
vice president. As his luxurious empire was built, the brand grew to produce handbags, jewelry,
and perfume in addition to both men's and womenswear. In 1989 Versace designed his first haute
couture line as his popularity rose significantly. Unfortunately on July 15, 1997, when Versace
was thought to be at the height of his career, he was shot and killed at his Miami Beach home.
His sister Donatella has since then taken over as head designer for the label that has lived on as a
luxury brand since.
In terms of the Versace style, Gianni was known for his use of bright colors, prints, and
bold designs. He combined opulent classicism with apparent sexuality that went far from
unnoticed in the fashion world. Between metal studs, crystals, lace, and leather, Versace was one
of the first designers to implement numerous elements into one piece. His innovative materials
fused with his intensified color saturation, and exquisite tailoring consistently put him in the
spotlight of the industry. In his collection for the Paris Opera in 1982, Versace launched what
became known as the "Oroton". It was an unforgettable golden gown made from links of hard
metal that resembled a very fine net. Its intimidating armour-like look contrasted with its supple
draping was a tribute to Versace women that soon became a signature for him. In addition to the
Oroton, one of Versace's most famous collections was his 1992 Miss S&M collection. That year,
Donatella wore a black leather bondage dress from the collection to the Met Gala that was
nothing short of iconic. The look went down as one of the most provocative designs of the time,
and it did not fail to draw attention to the aim of empowering the female fashion revolution. The
bondage dress style is something that Versace continues to be known for. Aside from Donatella's
appearance at the Met, one of the most infamous moments in Versace's career took place in 1994
when actress and model Elizabeth Hurley attended the premiere of "Four Weddings and a
Funeral" wearing a bold Versace design. The dress, or perhaps the lack of the dress, consisted of
black revealing slits tethered together by golden safety pins that featured the signature Medusa
head of the house. The dress' appearance stole the spotlight with astonishing reactions from all
angles. This was revolutionary in red-carpet evening wear and it marked the beginning of
Versace's embodiment of the power of the celebrities on the red carpet.
One of the biggest accomplishments Versace is credited with is the creation of the
"supermodel." In his show in the fall of 1991 named "Freedom!'90" after the George Michael
Song, Versace featured a finale with Naomi Campbell, Cindy Crawford, Christy Turlington, and
Linda Evangelista. These women had just appeared in the music video for "Freedom!'90" and
when they took the runway, they came out lip synching to the song. This was a defining moment
that demonstrated the cultural impact a runway could have. Versace had made it clear that
fashion permeated pop culture, aligning two of the major impacts of the 90's. As people saw the
monumental impact famous models had on the runway, Versace created a new standard for other
designers to get big names on the runway. Not only did he solidify his own status in this show,
but he did so of the models as well. Versace worked with many other famous clients such as
Elton John, Michael Jackson, and one of his favorite muses, Princess Diana.
In terms of awards, Versace was not a designer to go unnoticed. In 1982 he was awarded
the L'Occhio d'Oro for the best designer with the fall and winter collections. He was credited
with this title multiple times again in 1984, 1990, and 1991. Versace was also a multi time
winner of the Won Cutting Sark Award for "the most innovative and creative designer in the
world" for menswear. 1985 was a big year for Versace when he established his first display in the
V&A Museum that he admired greatly. It was that year that he was awarded the Silver Mask
Award for his contribution. In 1986 he won the "Grande Médaille de Vermeil de la Ville de
Paris," granted by Jacques Chirac. This was a big moment for Gianni, in fact, he was the first
designer to have been given this title. He was another first in 1993 when he was awarded by the
Council of Fashion Designers of America the very first American fashion Oscar.
Gianni Versace was a revolutionary icon in fashion's history. He was the first to draw
attention to the value of front row celebrities and supermodels, and the power of merging music
with fashion. With his intensified colors, and bold and innovative materials,Versace revised the
rules of fashion, turning up the volume as he turned clothes into pop. His empire will live on as a
luxurious rule-breaking brand, embodying both sensuality and sexuality. Perhaps all designers
should start to reject "good taste."
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