Versace is known to flaunt its fashion game in its shows the recent one being the pre-fall 2019 show at Newyork stock exchange. The brand built a replica of statue of Liberty’s torch with the signature gold instead of the oxidized copper. The brand quoted the torch as an emblem of women and empowerment and strength.
The fashion show predominantly showcased few of its iconic collections like the Elizabeth Hurley’s famous safety pin dress with an extended version. The brand brought back the famous Jenifer Lopez green dress from the 2000 Grammys. An updated version of it was worn by Amber Valletta . Amber was the first person to wear the outfit in the 1999 fashion show which was later worn by J-lo. The brand under the women leadership is spotlighting its famous headliners in this show ,like few of the best apparel that caught attention over the period with famous models and celebrities. The brand is however targeting the younger generation which was evident from the show. The show was in the race of celebrating Versace’s greatest hits. On what was seen as the 72nd birthday of the founder, the brand tried to turn the event as an A-list party with Kim Kardashian and Kanye West, Bradley Cooper, Blake Lively, Lupita Nyong’o and many more .
Let’s have a look at the advertising campaigns of Versace in the digital world. Exploring the official Youtube page of Versace the latest Ad that has popped up is the Versace’s Spring Summer 2018 Advertising Campaign. The Ad composed of 17 seconds has models Reciting the Brands name repeatedly with intonation. It feels like the brand’s name is so attractive and seductive on the go. Also once when questioned to Donatella what is the one thing that people has misconceived about Versace, she mentioned that it was the way people pronounced it. It is not ver-sa-ce , its VER-SA-CHE. The ad keenly portrays the same.
The cast of this Ad is led by leading actresses and models of the industry such as Naomi Campbell and Christy Turlington, together with Gisele Bündchen, Irina Shayk, Raquel Zimmerman, Natalia Vodianova, Gigi Hadid, Vittoria Ceretti, Kaia Gerber, Cara Taylor, Birgit Kos, Grace Elizabeth and Noah Luis Brown. In other words those women who are today's influencer for women.
Quoting Donatella’s words for this ad Campaign from the official You tube page she says “This campaign represents the link between past and present. You need to know who you are, and where you are coming from, to build your future. And when you are at the head of a brand with such a strong heritage as mine, you can only embrace it. This is the reason why I wanted to see this iconic super model cast next to the soon-to-be-iconic girls of the future.”
The brand unfolds the fact that it marks the beginning of the 40th year .The Ad campaign ends with the logo of Versace’s evolution and transformation from the beginning. The campaign has around 300K views .
Lets have a look at another video “THE VERSACE TRIBUTE COLLECTION - Spring Summer 2018”. This video absolutely presented as a tribute to the late founder Gianni Versace. The Voice over the video which is believed to be Donatella elucidates the works of her brother and his character. The models in the video predominantly wear outfits that resembles that of the skin of a leopard with irregular black patches on the gold clothing which is believed to be Gianni’s favourite .The voice over explains as to how Gianni believed in the power, integrity and enlightenment of Women and it is dedicated to celebrate the extraordinary performance of the founder.
This is the latest Ad of the brand posted in September 2018, The Clans of Versace - Fall Winter 2018 Advertising Campaign . The video starts with the famous music “O Fortuna” from carmina Burana by Carl Orff. The models who are considered as the Clans of Versace are singing the Song in Unison .At 0.29 , the video plays similar to that of a logo with Donatella’s face from the side view .At 0.56 we have Donatella herself starring in the Ad campaign. The Video has 15K views at the moment.
Vijayendra GV
Sources:
https://www.vogue.co.uk/article/billion-dollar-baby-versace-takes-new-york
https://www.vogue.com/fashion-shows/pre-fall-2019/versace
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