On the occasion of the release of the documentary “Versace – Les liens du sang” (Versace – Blood Ties), which explores the story of the Versace family, ULTIMZ Journal interviewed the film’s director, Olivier Nicklaus. The title “Versace – Les liens du sang” was chosen to emphasize the importance of siblinghood within the family. Unlike previous documentaries that focused solely on Gianni or Donatella, this documentary delves into their story from the beginning, highlighting the family’s bond.
The documentary showcases how these family ties played a crucial role in the establishment of the Versace empire. Gianni served as the creative genius, Santo managed the administrative and business aspects similar to Pierre Bergé’s role for Yves Saint Laurent, and Donatella started as a muse but eventually gained more power. However, tensions arose as they reached the peak of their success in the early 90s, threatening the stability of the empire. It is worth noting that Donatella’s succession as the artistic director of Versace after Gianni’s death is a unique occurrence in the history of fashion.
Nicklaus believes that if Gianni were still alive, the brand’s strength would have been maintained. Gianni’s death was not only a human tragedy but also a commercial one for the Versace house. After struggling financially and personally, Donatella managed to turn things around by selling the house to the American group Capri for $2 billion in 2018 while retaining her position as artistic director.
Donatella has successfully reinvented Versace while preserving its DNA of being sexy, glamorous, and feminine. She made changes to eliminate excessive ornaments and tones down prints, focusing on fashion that is more sensual rather than overtly sexy. Donatella thinks more about everyday wearability and has connected with the idea of female empowerment. She has also utilized social media to generate buzz with celebrities, something Gianni did not have the chance to experience.
Despite her outward appearance, Donatella can be seen as an icon of female resilience. She showed her ambitions even before her brother’s death and gradually gained more power over the years. Taking over as artistic director was a challenge, but she successfully revived the house and made it her own, representing female empowerment.
In a fashion world dominated by Quiet Luxury, Versace appeals to another audience that desires ostentatious and immediately recognizable fashion. The brand’s iconic Medusa logos, Greca motifs, and gilded elements attract individuals who want to showcase their wealth. Versace has expanded beyond clothing, with offerings such as yachts, hotels, and turnkey apartments branded with the Versace name.
Looking towards the future, the sale of Versace to the Capri group in 2018 marked a significant chapter. Santo Versace has exited the scene, and Donatella, who is currently 68 years old, is negotiating a renewal of her contract as artistic director. It is likely that she will continue for another five years, considering her success in finding her style and her exceptional skills with celebrities and social media. The original members of the Versace siblings still have an exciting chapter ahead in their story.
To watch the documentary “Versace – Les liens du sang,” it is now available online on Arte.
Useful Links:
1. Arte
2. Versace Official Website
