Versace Pre-Fall 2019: a new era for Versace in the United States

If the mid season collections are becoming more and more important, the Medusa brand's Pre-Fall 2019 is even more full of symbolic meanings. First of all, the location.

Versace for the first time staged its show in New York, at the American Stock Exchange, a choice not at all random, but, indeed, the sign of a new era. That made in U.S.A. under the leadership of Capri Group, the Michael Kors company that incorporated the Italian brand in September for $2.1 billion (if you want to know more click here). Pulling through the Big Apple, therefore, becomes a way to seal the contractual relationship with America. And how to impose itself more and more on this market and be loved by the new homeland? Taking back the creations that have conquered the stars and the jet set over the years, those created by Gianni Versace. 

On December 2, the day on which the designer would have turned seventy-one, Donatella brought the most iconic items from the family heritage on the catwalk in an updated version. So Vittoria Ceretti shows off the legendary Safety Pin Dress (the only black dress that can boast a dedicated Wikipedia page) passed to the history of fashion when Liz Hurley wore it at the Four Weddings and a Funeral premiere in 1994; while Amber Valletta proposes the dress with a deep neckline made immortal by Jennifer Lopez on the red carpet of the 2000 Grammy Awards, which is now made special by Love Versace prints created by American pop artist Jim Dine in 1997 for Gianni's Townhouse in NY. 

The new eco-fur has arrived for the first cruelty-free season, but above all, leather and vinyl, micropulls and other aesthetic elements that have distinguished the baroque and rock style of the company, first of all the mix of prints, like the inevitable Greek motif, enriched this time also by the animalier (the baroque vanity print becomes baroque voyage!). Look to the past to draw the future. This is the new philosophy of Donatella Versace who, after the acclaimed FW17 collection with the return of the super top, continues to draw heavily from the maison's archive.

A strategy that seems to be successful among the many celebrities in the hall, but that only time will tell if it will work on the real market too and if Capri Holdings, as stated, will be able to increase Versace's revenues from $850 million to $ 2billions in the next few years. Meanwhile in the front row Kim Kardashian and her husband Kanye West, Lupita N'yongo, Uma Thurman, Blake Lively, Diane Kruger and Norman Reedus, 2Chainz, Sara Sampaio, Paris Jackson, Ciara, Teeyana Taylor and all the others applaud the Versace landing in the States.