Donatella Versace's most iconic Versace moments

In July 1998, one year after her brother’s passing, Donatella Versace presented her first collection for the brand founded by Gianni Versace. For nearly thirty years, the creative director has spread, preserved, and evolved the creative vision of her beloved brother, whom she had accompanied since the founding of the fashion house in 1978. The task she has faced over the past three decades has been arduous, but Donatella has proven herself up to the challenge. After all, Versace is her family, and she is Versace. Over these thirty years, the designer has established herself as an iconic figure in the fashion world, consistently ranking among the most influential and avant-garde names. Just consider that if we have Google Images today, it is largely thanks to her—the feature was created precisely due to the Jungle Dress, designed by Donatella Versace for the SS2000 collection and famously worn by Jennifer Lopez at the 2000 Grammy Awards. The Versace universe, preserved and nurtured by the founder’s successor, has always been populated by celebrities, musicians, and the world’s most influential artists, as well as the top models who saw their careers take off and flourish under the aegis of the Medusa. Seduction, breaking stereotypes, and an identity so strong that it is recognizable without needing to read the name—this was Donatella Versace’s Versace. «My name is, my name is, Versace» echoed on set at the end of her last fashion show as creative director during the latest Milan Fashion Week. Starting April 1st, Donatella Versace will become Global Chief Ambassador, leaving the creative direction to Dario Vitale.

Here are some of the most iconic moments of Donatella Versace’s career.

Versace Atelier FW99

During the Atelier Versace FW99 show, Naomi Campbell—muse and close friend of Gianni and Donatella Versace—cemented her status as a supermodel with an iconic runway moment. Wrapped in a black silk mini dress with a daringly low-cut back, Campbell walked with absolute elegance and confidence. With a swift and sublime gesture, she brushed her hair aside, revealing her back in all its sensuality, leaving the audience breathless. A striking moment, forever etched in the history of Versace and fashion. 

Versace SS01 Campaign

For the SS01 collection campaign, Donatella Versace collaborated with renowned photographer Steven Meisel. The visual narrative portrayed Malgosia Bela and Ivan De Pineda in an intimate bedroom setting, immersed in an atmosphere of intense sensuality. Completing the scene was another model, whose face remained hidden, dressed only in stockings. The intimacy, the pure sexuality of Versace, and Meisel's voyeuristic gaze created an unforgettable visual story.

Versace SS08

The Versace SS08 show was opened by a young Tanya Dziahileva, then just 17 years old, making her debut with a walk that remains unforgettable. The runway, composed of digital screens, added an extra level of difficulty: at the time, models admitted that the real challenge of walking for Versace was walking on glass. The collection was a huge success, featuring draped, fluid dresses with a divine allure, exuding extreme sensuality. Sarah Mower wrote on Vogue Runway: «When one model appeared in a draped beige jumpsuit, the photographers—usually indifferent to the most ethereal models—went wild. A masculine ovation like that hadn’t been heard on a runway in ages.» The show marked a transitional moment in fashion, moving from the Y2K aesthetic to the more subdued approach of the 2010s. Donatella proved how Versace's DNA could evolve without losing its essence.

Versace SS15 Campaign

The bond between Madonna and Donatella Versace goes beyond professional collaboration. Madonna has been the face of multiple campaigns for the brand, starting in 1995, when she was photographed by Mert Alas & Marcus Piggott, embodying the timeless glamour of Jean Harlow, the 1920s American actress. She returned in 2005 as a businesswoman for Versace, while in 2015, she posed simply as herself: an international star and undisputed queen of pop. Their relationship is deep, intimate, almost symbiotic. Proof of this special connection came during her Celebration Tour concert in Milan when Madonna invited Donatella Versace on stage, once again sealing the unbreakable bond between the Medusa brand and global icons.

Versace SS18

To commemorate the twentieth anniversary of Gianni Versace’s passing, the SS18 show took place at the prestigious Triennale di Milano, where Donatella paid tribute to «a genius... an icon... my brother.» She drew directly from the archives, reviving legendary prints and pieces from 1991-95, Versace’s golden years: Vogue, Warhol, My Friend Elton, Icons, Baroque, Animalia, Native Americans, Trésor de la Mer, Metal Mesh, and Butterflies. Each theme was transformed into a capsule collection, allowing for a wardrobe built around Vogue cover faces, starfish motifs, and portraits of Marilyn Monroe and James Dean. The runway featured both new-generation supermodels—Gigi and Bella Hadid, Kaia Gerber, Candice Swanepoel, and Vittoria Ceretti—and, in the grand finale, Gianni Versace’s original supermodels: Carla Bruni, Naomi Campbell, Cindy Crawford, Claudia Schiffer, and Helena Christensen. The atmosphere ignited as George Michael’s Freedom played, and Donatella Versace walked alongside them, creating a moment of pure emotion. The show became an unforgettable event, securing its place among the most iconic fashion shows of the past twenty years.

The Versace FW18 campaign

For the FW18 campaign, Versace once again collaborates with the legendary Steven Meisel, producing the longest ever shoot for the fashion house, with no less than 54 protagonists. In addition to the extraordinary photography, the campaign includes a short video destined to become iconic and viral in no time. The protagonist is Donatella Versace, flanked by a mix of top models and up-and-coming faces who, with a strong tone, clarify once and for all the correct pronunciation of the maison's name: «It's Versace, not Versachee». The video is all the rage on the web, turning a simple mispronunciation into a cult moment celebrating the energy and unmistakable identity of Versace.

Versace SS20

To celebrate the twentieth anniversary of the Jungle Dress (and the birth of Google Images), Donatella Versace brought the legendary gown back to the runway for SS20. «Okay, Google, now show me the real Jungle Dress,» she declared. In an instant, to everyone’s surprise, Jennifer Lopez appeared on the catwalk, leaving the audience breathless. The collection revived late ‘90s aesthetics not only through prints but also with dominant black tones, stiletto heels, and a bold, direct sensuality, moving away from the more commercial approach of previous seasons.