Donatella Versace to step down from Versace, sparking new chapter for the Italian fashion house

In a landmark shift for Italian fashion, Donatella Versace will step down as chief creative officer of Versace, ending nearly three decades at the helm of the house founded by her brother, Gianni Versace, in 1978. It marks the first time in the brand’s history that a member of the Versace family will no longer lead its creative direction.

From April 1, Dario Vitale, formerly design director at Miu Miu, will take over as chief creative officer. His appointment is widely seen as a turning point for Versace, and comes amid persistent speculation that Capri Holdings – Versace’s current owner – may be in advanced talks to sell the brand to Prada Group, although no formal deal has been confirmed.

“It has been the greatest honour of my life to carry on my brother Gianni’s legacy. He was the true genius, but I hope to have some of his spirit and tenacity,” Donatella said in a statement, adding that she is “thrilled to see the brand through new eyes.”

Donatella’s brief history: From muse to a powerhouse in fashion

Donatella’s departure marks the end of an era for Versace – and for the woman who transformed herself from her brother’s muse into one of the most recognisable figures in modern fashion.

After Gianni’s murder in 1997, Donatella took over as creative lead, battling immense personal struggles, including addiction, depression, and doubts from the fashion world about her ability to sustain the brand’s legacy. Initially dismissed as a mere figurehead, she went on to defy critics and steer Versace through its most culturally defining moments.

As reported by BBC News, Donatella was behind some of fashion’s most iconic designs – none more famous than the green jungle dress worn by Jennifer Lopez at the 2000 Grammys, a look that became so iconic it led to the creation of Google Image Search.

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But that wasn’t her only pop culture-defining moment. In 2003, she crafted the sultry, plunging Versace dress Beyonce wore in her Crazy in Love music video, cementing the singer’s image as a global icon. More recently, she masterminded the Fendace collection, a high-octane collaboration between Fendi and Versace that blurred the lines between two powerhouse fashion houses. And in 2023, she brought her signature glamour to the big screen, co-designing the Barbiecore-infused La Vacanza collection with Dua Lipa for Barbie, proving yet again that her influence spans generations.

Over the years, she expanded the brand beyond fashion, growing Versace into a global lifestyle empire that now includes homeware, hotels, and accessories, with 230 boutiques and over 400 licensed stores worldwide.

Vitale’s appointment and Versace’s future

Vitale’s arrival signals both a creative and strategic shift for the brand. According to The Straits Times, he achieved 93 per cent retail growth for Miu Miu in 2024, positioning him as a rising force in luxury fashion. Capri Holdings’ CEO John D. Idol described Vitale as “a strong leader”, calling the transition part of “a thoughtful succession plan” aimed at steering Versace into its next phase.

Yet the timing of Vitale’s appointment has fuelled ongoing speculation about a possible sale to Prada Group. SCMP noted that the arrival of a designer from Miu Miu, Prada’s sister brand, has only added to rumours.

Multiple reports have also suggested that Prada may be in advanced talks, with Bloomberg citing a potential €1.5 billion valuation for Versace – a significant drop from the €2 billion that Capri Holdings paid in 2018. While Miuccia Prada has publicly acknowledged interest, no formal confirmation has been made.

If a sale is finalised, it could reshape Italy’s luxury landscape, bringing Versace and Miu Miu under one creative umbrella.

Revitalising an iconic brand

Despite its storied history, Versace has struggled to maintain its footing in recent years. The brand accounts for 20 per cent of Capri Holdings’ €5.2 billion revenue, yet reported a 15 per cent sales decline in its latest quarter, The Straits Times reported.

Analysts note that while Versace’s bold, daring image remains iconic, the brand has lagged behind competitors like Gucci and Louis Vuitton, partly due to its failure to expand into beauty and more accessible luxury categories.

To address this, Capri has announced plans to rebalance Versace’s portfolio, aiming to reinvigorate its accessories segment and re-engage younger, entry-level consumers. Whether Vitale’s creative vision – coupled with a potential Prada acquisition – can deliver this transformation remains to be seen.

What’s next for Donatella Versace?

As she steps back from the creative reins, Donatella is expected to focus on philanthropic initiatives, particularly supporting women’s and LGBTQ causes, which she has long championed.

According to BBC News, a book or documentary chronicling her extraordinary journey – from Gianni’s muse to fashion powerhouse – would likely be well-received.