Versace turns the bedroom into a fashion archive for its La Vacanza 2026 campaign

Steven Meisel signs a campaign where Versace’s visual universe blends nostalgia, obsession and new generations within an intimate setting.

Versace unveils its new La Vacanza 2026 campaign under the title ‘Versace Obsessed’, a concept photographed by Steven Meisel that transforms the bedroom into a space filled with visual memory and historical references to the Italian maison.

The campaign builds a constant dialogue between past and present, revisiting part of the aesthetic identity that established Versace as one of the most influential brands in fashion’s visual culture. Through intimate scenes set inside rooms covered with imagery from historic campaigns, the house constructs a narrative where desire, admiration and obsession with fashion become the central focus.

In front of the camera appear new faces such as Ella McCutcheon, Sabryna Oliveira, Betsy Gaghan, Alvise Candida and Jackson Roodman, existing visually alongside direct references to the supermodels and campaigns that defined the house throughout the 1990s and early 2000s. Walls covered in editorial pages and vintage advertisements function as an emotional archive constantly surrounding the cast.

The imagery used within the setting comes from original campaigns photographed by Steven Meisel himself between 1993 and 2004, reinforcing the sense of continuity between different generations of the brand. More than simple decoration, these elements operate as symbols of the cultural impact Versace has maintained within the fashion industry for decades.

The La Vacanza 2026 collection also revisits classic codes of the Italian house. Denim shirts, printed silk, vibrant tailoring and black leather combined with gold accents reconstruct some of the most recognisable elements of Versace’s DNA, maintaining that balance between exaggerated luxury and urban attitude.

The concept of ‘Versace Obsessed’ gives emotional logic to the entire campaign: fashion understood as emotional fixation and as part of the identity of those raised surrounded by iconic imagery. In this context, the bedroom ceases to be merely a private space and instead becomes a kind of visual sanctuary where the house archive remains alive.

With this campaign, Versace not only looks back at its own legacy, but also reaffirms the power of its imagery within a new generation obsessed with image, archives and pop culture.