Donatella Versace says goodbye as creative director with an iconic campaign celebrating her legacy and heralding a new era.
Donatella Versace marks the end of an era with a powerful campaign for Autumn 2025, the last under her creative direction. At a pivotal moment for the Italian fashion house, the designer brought together a legendary cast embodying the brand’s essence: Claudia Schiffer, Kate Moss, Kristen McMenamy, Amber Valletta, Natasha Poly, Saskia de Brauw, Liu Wen, Mica Argañaraz, Anok Yai, Mila Van Eeten, and Jacqui Hooper were all photographed by Mert & Marcus, Versace’s trusted collaborators.
This campaign not only celebrates a collection but tells a story. “With this campaign, we tried to create something that conveys a message of fun, love, and hope for the future,” explained Donatella. “It’s not just about the clothes, but the spirit lived on set. These images were created with soul, created with friendship.”
The announcement comes amid a new chapter for the brand. In April 2025, the Prada Group confirmed the acquisition of 100% of Versace for €1.25 billion. The transaction is expected to close in the second half of the year. With this move, Donatella Versace now takes on a new role as brand ambassador, handing over the creative director position to Dario Vitale, former designer at Miu Miu, whose appointment was described as a “personal and independent decision.”
Donatella has been the face and soul of Versace since the murder of her brother Gianni in 1997. Under her leadership, the house not only maintained its relevance but also amplified its voice on social issues. Her commitment to LGBTQIA+ rights, support for emerging designers such as Christopher Kane, Anthony Vaccarello, and Jonathan Anderson, as well as her influence in digital culture, cemented her status as a global icon.
“Every collection tells a story, and this is the story of Versace,” the designer stated. “I’m always ready for the next chapter.”
This final campaign not only pays tribute to Donatella’s legacy but boldly projects the future of a brand that has reinvented itself without losing its identity.
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