Gianni Versace

Summary

The main purpose of this report is to give some useful advice to develop future product ranges through researching the design of the late Italian fashion designer Gianni Versace.

Firstly, as the founder of Versace fashion house, Gianni Versace was an extremely powerful designer who had won a great number of nobles and awards. Because of his glamorous design, many celebrities were his fans. Versace nurtured a group of supermodels who plays an essential role in his fashion empire. Secondly, Gianni Versace's design principles are sexiness, luxury and detail, his design philosophy is representing the energy of human body. Thirdly, through the contrast and compare the designs of Gianni Versace, Giorgio Armani and Roberto Cavalli, it is clearly to see the similarities and differences between these Italian fashion hierarchs. In addition, it is impossible to avoid discussing the great influence Gianni Versace had on contemporary fashion and the reason his design is still relevance today which is the spirit of innovation and luxury.

Finally, there are several suggestions may be useful to develop future product ranges such as applying luxurious materials, sexy cut and exquisite decorations.

Contents

Findings 1

About the Designer 1

Design philosophy and principles 2

Contrast to other contemporary designers 5

Influence in contemporary fashion 7

Conclusions 8

Recommendations...........................................................................9

Bibliography..................................................................................10

Illustrations....................................................................................11

Appendix.......................................................................................12

Findings

About the Designer

Among the first-class fashion brands in Europe, Versace from Italy is undoubtedly an iconic flag which is emitting radiant and luxuriant sparkles. It presents the pioneering culture of contemporary fashion, interprets the full-bodied humanistic emotion from South Italy through a strong perception of aesthetic. The founder of the brand, Gianni Versace, dedicated his entire life into pursuing of the beauty of fashion, has been honored as one of the greatest fashion designers on the planet.

At the very beginning, Gianni Versace's design did not cause a worldwide impact, until he met the famous American photographer, Richard Avedon who captured successful collections with innovative pictures of sultry male and female models interlocking their sprawling bodies. Versace's unique and stylish works began to appear on covers of world's most famous fashion magazines. His extremely avant-garde artistic characteristics, attractive style of the Renaissance and imaginative patterns have gradually been accepted and appreciated by fashion insiders. He has won numerous awards such as 'Commendatore della Repubblica Italiana', 'Grande Medaille de Vermeil de la Ville de Paris' and the 'Maschera D'Argento' prize for his huge professional contribution to the theatre, the most significant one is the much-coveted CFDA International Award which is known as the Oscar in fashion industry presented by the Council of Fashion Designers of America. ('Gianni Versace', 2007)

Fig 1: Gianni Versace's sexy design

Followers of Gianni Versace have a wide range of identities from royal members to rock stars; glitterati such as Elton John, Madonna and Bon Jovi are devotees of him. He successfully combined great passion for art, high-level fashion design and top models he cultivated became one of the most energetic organizer and participant of international luxury fashion show. Tragically, at the peak of his life, Gianni Versace was shot dead in front of his mansion in Miami, Florida. The bullet terminated a romantic legend from Mediterranean.

Fig 2: Versace 1997 Ad Campaign Featured Rock Singer Bon Jovi

Design philosophy and principles

Pursuing of innovation, luxury and detail was always the design principles of Gianni Versace. If consumers found some garment which made them feel ablush with shame because of the bold luxury and fearless reveal, at the same time could not help themselves trying it on. That must be Versace's work, because the philosophy of Versace is: 'Don't destroy body's energy, do not'.

Fig 3: Gianni Versace's revealing design

Versace's design combined classical and trendy spirit, wondering around between elegant and vulgar style. His works were symbol of avant-garde fashion which has extremely unique beauty, emphasized cheerful and sexy. The most glamorous ones are those presenting characteristic of the Renaissance which fulfilled with imagination at the same time. These patterns are beautiful, sexy, feminine and colourful, combine dramatic luxury, wearing comfort and body fitness. Speaking of classical, royal luxury is an essential element in his design, including graceful smooth linellae, bright colourway, noble and luxurious fabric and bias-cut style. (Martin, 1997)

Fig 4: Gianni Versace's culourful design

Actually speaking, Versace's design is not as tough as it appears. Trousers with metal mesh and shiny decorations, dresses made of animal skin created a female image between warrior and enchantress. Embroidery and metal mash tones is a recurrence of deco art. The variation of black and white linellae makes individuals recollect 1920s' style. A variety of tie-up dressing is a reflection of North African feeling. Bias-cut is the most powerful and precious nature of Versace's design, bonding with gem colourway and smooth linellae, generated infinite glamorous of asymmetric. He adopted luxuriant fabric, crossed