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Donatella stars in the new Versace campaign

From designer and muse to model in the spotlight

Donatella stars in the new Versace campaign From designer and muse to model in the spotlight

Versace's spring/summer 2022 campaign has three main stars: Gigi, Bella and Donatella. A special trio that brings together three concepts that have always been part of the heritage of the Maison: femininity, fashion and family. 

"Bella and Gigi perfectly exemplify the strength between sisters. They share that message to our Versace sisterhood worldwide. A warm hug to the global Versace family at the start of 2022!"

said the chief creative office, emphasizing that the new images are a kind of celebration of family in its various expressions. There is the family of origin that saw her and Gianni found an iconic brand, but also the close bond of sisterhood that unites the Hadids. And finally, there is the community of Medusa fans and the extended community of stars and strong women from whom Donatella has drawn inspiration over the years.

In the campaign shots, Mert Alas and Marcus Piggott reference Richard Avedon's photographs for Versace and portray the three models with their long, wavy hair intertwining like the branches of a beautiful, majestic family tree. They are the mirror image of each other, with their matching outfits of little black vinyl dresses, vibrantly coloured cut-out stockings, La Medusa bag and Triplatform shoes.

This is not the first time Donatella Versace has lent her face to an advertising campaign. The black and white shots of her in Givenchy's FW15 campaign, in which Riccardo Tisci presented her as "the ultimate icon", are almost legendary. In the past she had made cameos in Versace videos, such as when she tattooed Bella Hadid's arm for Spring 2019. Other times, although not featuring in person, she had been the muse behind the shots. Remember Lady Gaga in a doppelgänger version for SS14? Or, more recently, the clones with blonde wigs who populated the Fendace show? So, Donatella is still the real star of Versace!