The End of an Era: Donatella Versace Steps Down After 27 Years at the Helm

I still remember exactly where I was when the news broke about Gianni Versace’s murder in 1997.

I was doing work experience at a local newspaper, making tea and trying to look useful, when suddenly the office fell silent.

Someone had just received a call about the shooting in Miami. The fashion editor sank into her chair and whispered, “This changes everything.”

She was right, of course. But what none of us could predict that day was how his younger sister, Donatella, then known primarily as Gianni’s muse and confidante, would step up to preserve and evolve the Versace legacy for nearly three decades.

Now, after 27 years of steering the iconic Italian fashion house, Donatella Versace is transitioning from her role as creative director to become Chief Brand Ambassador, handing the creative reins to Dario Vitale, (previously Miu Miu’s Design Director of Ready-to-Wear and Head of Image). His tenure officially begins on 1st April, 2025.

The Versace in My Wardrobe

For many of us who came of age in the ’90s, Versace represented something utterly magical—a world of unabashed glamour, bold sexuality, and artistic daring. The brand wasn’t just about clothes; it was about attitude.

My Versace moment came on my 16th birthday when my mother took me to the Bond Street store in London.

It was a pilgrimage of sorts, a rite of passage. The boutique smelled of expensive perfume and possibility.

I left clutching a small black bag containing a Medusa-emblazoned wallet and a pair of purple sunglasses that I treasured.

They’re still with me today, slightly worn but impossibly precious—tangible links to that particular brand of ’90s optimism and excess.

Since then, Versace eyewear has been my go-to for an instant hit of nostalgic glamour.

From Gianni’s Shadow to Fashion Icon

When Donatella inherited the creative direction of Versace following her brother’s tragic death, many industry insiders doubted whether she could maintain the brand’s distinctive voice.

She was, after all, stepping into enormous shoes. Gianni Versace had been a true fashion revolutionary.

But Donatella didn’t just preserve the house her brother built; she transformed it for a new era while keeping its DNA intact.

The journey wasn’t always smooth. Her early collections were met with mixed reviews, and the business faced financial struggles.

She battled addiction issues and withstood intense public scrutiny of both her designs and her appearance.

Yet she emerged from these challenges with a clearer vision and greater strength.

By the 2010s, Donatella had firmly established herself as a cultural icon in her own right—platinum blonde hair, perpetual tan, and a self-aware sense of humour about her own larger-than-life persona.

Defining Moments Under Donatella’s Watch

During her tenure, Donatella created countless memorable fashion moments:

• The Green Jungle Dress: When Jennifer Lopez wore that plunging green silk chiffon dress to the 2000 Grammy Awards, it caused such a sensation that it literally inspired the creation of Google Images. Donatella wisely resurrected the look in 2019, proving her understanding of fashion’s cyclical nature and cultural currency.

• The Supermodel Reunion: For Spring/Summer 2018, marking 20 years since Gianni’s death, Donatella orchestrated one of fashion’s most emotional moments by reuniting ’90s supermodels Carla Bruni, Claudia Schiffer, Naomi Campbell, Cindy Crawford, and Helena Christensen on the runway in gold lamé dresses.
  
• Celebrity Devotion: Under Donatella’s leadership, Versace maintained its status as a celebrity favourite, dressing everyone from Lady Gaga, Margot Robbie, Madonna and Beyoncé, and more recently becoming a go-to for Gen Z icons like Sabrina Carpenter, Taylor Swift, Ariana Grande, Dua Lipa and Olivia Rodrigo.

• The Safety Pin Dress: While the original safety pin dress that catapulted Elizabeth Hurley to fame in 1994 was designed by Gianni, Donatella cleverly incorporated the safety pin as an ongoing house signature throughout her collections.
  
• The Medusa Revival: Donatella brilliantly repositioned the Medusa head emblem for younger generations, making it a sought-after status symbol once again.
  
• Advocacy & Inclusion: She was instrumental in stopping Versace’s use of fur and increasing LGBTQ+ representation in fashion.

The Bittersweet Handover

The news of Donatella stepping down comes at an interesting juncture for Versace.

The brand was sold to Capri Holdings (formerly Michael Kors Holdings) in 2018 for $2.1 billion, and there’s widespread speculation that Capri may now be looking to sell Versace, possibly to Prada Group, which is currently in exclusive due diligence.

In her statement announcing the transition, Donatella emphasised continuity while embracing change:

“Championing the next generation of designers has always been important to me. I am thrilled that Dario Vitale will be joining us, and excited to see Versace through new eyes… It has been the greatest honour of my life to carry on my brother Gianni’s legacy. He was the true genius, but I hope I have some of his spirit and tenacity.”

There’s something profoundly moving about this handover. In many ways, Donatella’s greatest triumph has been her ability to honour her brother’s vision while crafting her own.

Now, at 69, she’s making space for new creative leadership while remaining the brand’s passionate ambassador.

Key Highlights of the Versace Label to Date:

• Founded by Gianni Versace in 1978.
• Princess Diana was a devoted Versace client, with her friendship with Gianni and later Donatella symbolising the brand’s royal appeal and global influence throughout the 1990s.

• Donatella took over as creative director in 1997 after Gianni’s tragic murder.
• Expanded the brand’s presence globally while staying true to its signature aesthetic.
• Created some of the most iconic fashion moments, from Jennifer Lopez’s jungle dress to the 2018 supermodel reunion.
• Sold to Capri Holdings in 2018 for $2.1 billion.
• Known for its fusion of luxury, sex appeal, and pop culture.
• Advocated for sustainability and LGBTQ+ rights, ceasing the use of fur.
• Now transitioning leadership to Dario Vitale.

What’s Next for Versace?

While Donatella steps back, the future of Versace now lies with Dario Vitale.

At 41, Vitale brings a fresh perspective while understanding luxury codes. He has been described as one of the most exciting and innovative figures in Milan fashion.

For fans of the brand, there’s both excitement and apprehension about this new chapter.

Will Versace maintain its distinctive voice? Can anyone truly capture that particular blend of sexiness and strength that has defined the house?

Whatever the future holds, Donatella Versace isn’t fading into the background.

As she steps into her new role, her influence will continue to shape the brand and the fashion world at large.