The Versace Spring Summer 2024 campaign is a vibrant celebration of modernity, showcasing the fresh attitudes and dynamic personalities of the contemporary Versace women and men. Emphasizing the themes of beauty, empowerment, elegance, and forward-thinking determination, the campaign features a mix of emerging fashion talents, including Loli Bahia, Mona Tougaard, Fernando Lindez, alongside the iconic Claudia Schiffer. Their collective presence in the campaign’s imagery and video underscores the versatility and transformative power of this new generation’s attitude toward fashion.
A key highlight of the campaign is the introduction of the new Medusa ’95 bags, a line that pays homage to Versace’s rich design heritage while pushing the boundaries of contemporary style. The collection includes a unique horizontal tote bag and handbag, both defined by a new version of the iconic Medusa signifier that first appeared in 1995. Crafted from luxurious powder-like leather, these bags symbolize both a moment in fashion and a piece of design history, adaptable to the wearer’s attitude.
Donatella Versace herself has expressed her admiration for the campaign stars, noting the power and grace they bring to iconic house silhouettes and fabrics. “Loli, Mona, and our legendary Claudia! This is everything I love in fashion. Of course…. It’s Versace!” she exclaims, highlighting the campaign’s significance in celebrating Versace’s enduring legacy through the lens of the next generation.
The Medusa ’95 House code, a tribute to the Versace collection of Spring-Summer 1995, is prominently featured across the new bag line. This symbol of elevated beauty, rebellion, and female empowerment is reimagined for today’s fashion landscape, with Medusa serving as a central round emblem. The campaign draws inspiration from the 1960s’ vibrancy and optimism, evident in the collection’s color, shape, and material choices, offering a youthful and fresh take on fashion’s future.
The men’s and women’s collections present a sharp, clean silhouette typical of the season, with a mix of tailored jackets, silk shirts, micro shorts, and wide flaring pants, reflecting a sense of youthful freedom and fun. The accessories, including the Greca Goddess and Athena tote bag lines, continue to embody iconic House codes, with new expressions in metallic leather and intricate embroidery.
Shoes from the collection, such as the Gianni Ribbon ballerina flat and Cork-Sole Sandals, echo the main messages of empowerment and heritage, marking a significant moment as Versace opens a fashion show with flat shoes for the first time.
Chief Creative Officer: Donatella Versace
Director & Photographer: Mert Alas
Starring: Claudia Schiffer, Loli Bahia, Fernando Lindez, Mona Tougaard, Noah Tumtataroa, Meng Yuqi, Liu Wen
Casting Director: Piergiorgio Del Moro
Stylist: Jacob K
