Donatella Versace, one of fashion’s most recognisable icons, has officially stepped down as Chief Creative Officer of Versace, closing an extraordinary chapter that began in the late 1990s. Her departure, effective as of April 2025, marks the first time that the Italian fashion house-founded by her brother Gianni Versace in 1978, will be led creatively by someone outside the family.
Though Donatella is no longer overseeing the design process, she is far from retiring. She now takes on the role of Chief Brand Ambassador, a position that will see her representing Versace at global events, continuing her advocacy for fashion innovation, and guiding the public image of the brand she helped rebuild and redefine after Gianni’s untimely death in 1997.
Taking her place as the new creative director is Dario Vitale, an Italian designer known for his work with Miu Miu. Vitale is widely regarded as a modernist with a deep respect for heritage design, and his appointment is already being viewed as a calculated shift that blends continuity with change. His arrival coincides with another major change for the brand—its acquisition by the Prada Group in a €1.25 billion deal aimed at revitalising Versace’s structure and reach.
A Grand Finale: The Last Campaign Under Donatella’s Direction
To commemorate the end of her creative leadership, Donatella oversaw one final advertising campaign for the Fall/Winter 2025 season. The campaign, unveiled in July, features a lineup of celebrated supermodels, including Kate Moss and Claudia Schiffer—figures closely tied to the fashion house’s legacy. Photographed in classic black-and-white style, the imagery reflects the key themes of Donatella’s tenure: glamour, power, and timeless elegance.
The campaign not only showcases Versace’s bold aesthetic but also feels like a heartfelt tribute to the relationships Donatella built over the years. Known for her deep loyalty to collaborators and muses, she used this farewell to highlight not just the clothes, but the enduring spirit of the Versace woman—fierce, unapologetic, and unforgettable.
Fashion insiders praised the campaign for its emotional resonance and polished execution, noting that it serves as a fitting conclusion to Donatella’s nearly three decades of shaping the brand’s visual identity.
Versace’s Future: New Creative Direction, Familiar Confidence
Versace’s transition comes at a time of broader shifts in the luxury fashion industry. The acquisition by the Prada Group is expected to usher in a new era of operational refinement and creative evolution. While the company has promised to preserve the brand’s bold DNA, it also plans to streamline production, increase its sustainability efforts, and sharpen its global presence.
Dario Vitale’s vision is still taking shape, but early indications suggest a subtle rebalancing of Versace’s signature drama with a more modern, refined edge. Industry analysts are watching closely to see how he merges his minimalist tendencies with Versace’s reputation for maximalist glamour.
As for Donatella, she remains an enduring force in fashion. Recent appearances on red carpets and at global fashion weeks have proven that her style and presence continue to command attention. Her legacy, built on pushing boundaries and championing individuality, will continue to influence the brand and the industry long after she departs from the design table.
While her role may be changing, Donatella’s influence remains deeply woven into the fabric of Versace. The brand enters its next chapter with a new creative mind at the helm, a powerful fashion group behind it, and the iconic Donatella still standing proudly at its side.
Written by: Christine Daoud
Published on: 18th July 2025