Donatella Versace is launching a new fashion and beauty brand in collaboration with Revolve Group, where she will serve as Chief Creative Officer. This venture marks her return to a central creative role after stepping back from the Versace label founded by her late brother, Gianni Versace.
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The brand's name has not yet been revealed, but its first product will be in the beauty category, with further details expected in the coming months. The brand plans to launch initially in the United States, Latin America, Asia, and the Middle East.
Versace stated that she believes creativity should be "fearless, inclusive and alive in the world," and she recognized the influence of younger generations in music, film, art, and fashion. She views this new venture as a way to connect with that demographic through fashion and beauty.
The collaboration will blend Versace's creative vision with Revolve Group's established digital and commercial infrastructure, with Revolve managing much of the business operations, including marketing and e-commerce.
This partnership represents Revolve's most significant designer collaboration to date. The Los Angeles-based company has shifted to develop projects that go beyond merely being a multi-brand retailer, having introduced Revolve Los Angeles earlier this year, along with partnerships like the Grow-Good beauty line with Cardi B.
Revolve has also previously collaborated with designers and celebrities such as Nicole Richie, Elsa Hosk, Jennifer Lopez, and Peter Dundas. Its platform features a mix of both third-party brands and its own growing portfolio.
The new brand provides Versace an independent space away from the traditional Versace label, where she has been a key figure since assuming creative leadership after her brother's death in 1997. Her new project will first launch in the beauty sector before expanding into fashion offerings, with specifics regarding brand identity and pricing remaining undisclosed.
This partnership presents a unique combination of one of Italy's iconic fashion leaders collaborating with a brand focused on digital retail and direct engagement with younger consumers. Revolve aims to connect with Millennial and Gen Z shoppers, heavily investing in influencer marketing and digital strategies as part of its business model.