How is Donatella Versace returning to the industry?
Donatella Versace is launching an independent brand in partnership with the Revolve Group, focusing initially on the beauty sector. The announcement, made on Monday, confirms that the designer will take on the role of Chief Creative Officer for this new venture. While the specific name of the brand remains undisclosed, the project is expected to debut in 2027.
The collaboration aims to merge commerce with a digital-first experience. According to the official announcement, the brand will not function as a traditional retail entity but rather as a "digital world" where consumers participate through content and immersive experiences. This strategy seeks to foster a deeper connection between the brand and a new generation of consumers.
A digital-first approach to luxury
The partnership leverages Revolve Group's expertise in digital commerce and influencer-driven marketing. By focusing on a "connection-based" culture, Versace intends to move beyond simple transactions. The goal is to create a platform where beauty and fashion are experienced through interactive digital storytelling, catering to a global audience across the USA, Latin America, Asia-Pacific, and the Middle East. This approach is designed to ensure that the brand is not just something people buy, but a space where they can actively engage with the creative vision.
What is the relationship between Versace and Revolve Group?
Revolve Group provides the commercial and operational infrastructure for Versace's new creative vision. Founded in 2003 by Michael Mendte and Mike Karanikolas, Revolve Group is a significant player in the digital fashion space, reporting revenues of $1.23 billion last year. The group has a proven track record of high-profile collaborations, having previously worked with figures such as the rapper Cardi B and influencer Sofia Richie Graziano.
Michael Mendte, Co-CEO of Revolve, emphasized the significance of this partnership by describing Versace as one of the defining creative voices of the current era. He noted that the collaboration provides a fresh platform for her vision, allowing for the construction of a new brand from the ground up. This independence is central to the project, as it allows Versace to move away from the established structures of her former house and build a brand that is entirely her own.
Why did Donatella Versace leave the Versace fashion house?
Donatella Versace's departure from the family brand in March 2025 ended an era that spanned nearly three decades. Her exit was marked by significant shifts in the ownership and creative direction of the house. Following her departure, the brand underwent a period of leadership instability, with creative roles changing rapidly as the company navigated its post-Donatella identity.
The transition was further complicated by the acquisition of the Versace brand by the Prada Group in December 2025. This acquisition returned the legendary Italian house to Italian ownership, but it also signaled a definitive break from the era led by Donatella. Her new venture with Revolve is designed to be a completely separate entity, free from the legacy and constraints of the Versace name, allowing her to pursue a different creative path.
Navigating legal and contractual boundaries
A critical aspect of Versace's return involves the legal restrictions imposed by her previous tenure. Industry sources reported to Page Six that her contract with Capri Holdings, the former owner of Versace, included strict non-compete clauses. These reportedly prohibited her from using the Versace name for other brands or designing clothing for competing fashion houses. The new brand's decision to operate under a different name and focus initially on beauty products suggests a strategic way to navigate these existing contractual obligations while maintaining her creative freedom and entering the market in a new capacity.
How has the Versace brand evolved since her departure?
Since Donatella Versace stepped down, the Versace fashion house has experienced significant turnover in its creative leadership. The transition period was characterized by short-lived appointments that failed to find long-term stability, reflecting the difficulty of replacing such a long-standing figurehead.
Following Versace's exit, Dario Vitale—a veteran of Miu Miu whom many expected to be her successor—held the position for only a single season. He was subsequently replaced by Peter Moulié, who arrived from the house of Alaïa. This rapid succession of creative directors highlights the challenges the brand has faced in establishing a new identity under the Prada Group's ownership. While the house continues to operate, the departure of its long-standing creative figurehead has left a void that the new management is still working to fill through these successive leadership changes.
What are the core values of the new brand?
The new brand is built on the principles of fearless, inclusive, and vibrant creativity. Donatella Versace has expressed that this collaboration offers her the freedom to communicate with a new generation in a deeply personal way. She believes that creativity should be uninhibited and responsive to the modern world.
The designer's vision focuses on the intersection of beauty and fashion as a means of connection. By utilizing a new "voice," a new "look," and a new "energy," the brand intends to distance itself from the traditional hierarchies of luxury fashion. Instead, it aims to build a community-driven ecosystem that thrives on digital engagement and cultural relevance, ensuring that the brand remains alive and connected to the people it serves.
FAQ: Donatella Versace's Return
What is Donatella Versace's new role?
Donatella Versace will serve as the Chief Creative Officer for a new, independent brand. This brand is a collaborative venture with the Revolve Group and is expected to launch in 2027, initially focusing on the beauty sector before expanding into fashion.
When will the new brand be launched?
The new brand is scheduled to launch next year, in 2027. While the specific launch date and the brand's name have not yet been revealed, the initial product rollout will prioritize beauty products to establish a presence in the market.
Who is Revolve Group?
Revolve Group is a digital-focused commerce company founded in 2003 by Michael Mendte and Mike Karanikolas. The company reported $1.23 billion in revenue last year and is known for its successful partnerships with major influencers and celebrities like Cardi B.
Will the new brand use the Versace name?
No, the new brand will operate under a different, currently undisclosed name. This approach allows Donatella Versace to maintain her creative independence and navigate the contractual restrictions associated with her previous role at the Versace fashion house.
Where will the new brand be available?
The brand is designed for a global market. It will be available in several key regions, including the United States, Latin America, the Asia-Pacific region, and the Middle East, utilizing a digital-first platform to reach consumers.
