Jennifer Lopez is the star of Versace's SS20 campaign

Versace, Jennifer Lopez and the Jungle Dress. Following the very popular reunion during the last edition of Milano Fashion Week, the now-iconic trio is back together for the SS20 advertising campaign of the maison. The campaign, shot by Mert Alas and Marcus Piggott, and featuring among others Kendall Jenner, talks about the relationship between fashion and technology, the power of Internet, voyeurism and the exaltation of vanity as synonymous with total freedom of expression.

The futuristic theme is a clear homage to Google Images, the search engine service that was born in 2000 following the download boom of the New York star's photo at the Grammys. In the 24 hours after the event, Lopez wearing the beautiful green dress designed by Donatella Versace was so appreciated that users downloaded the daring look 600 thousand times, suggesting to Google the creation of an ad hoc service.

“I am so proud Google Images was invented after Jennifer wore that dress”, said Donatella Versace. “Today, we celebrate that moment that was possible thanks to this incredible woman!”

The protagonist of Hustlers is enthusiastic about the new collaboration with the Italian brand:

“In terms of my career, the Jungle dress really marked a moment in time. To me, Versace represents empowerment and putting something beautiful out into the world. It’s a dream to collaborate with my friend Donatella again on this gorgeous campaign and to create something new and fresh out of a piece of iconic fashion history.”

According to Business of Fashion, JLo's appearance at Versace's SS20 fashion show, where she once again wore the jungle dress, generated over $9.4 million in revenue from social media attention. 

Stay connected to nss magazine for all updates on Versace's campaign and collections.