While the story of his infamous assassnation has been talked about the most, the success story of legendary late designer Gianni Versace is no less sensetional.
Growing up in Reggio Calabria, Gianni Versace spent his early years working for his mother, who owned a local sewing business. This is where Versace fell in love with fashion. Gianni made his first dress – a blue one-shoulder evening gown – at the age of nine. Princess Diana wore a version of that creation some 40 years later.
When he turned 26 he moved to Milan to work in fashion design, and in 1973 he became the designer of “Byblos”, a youthful line for Genny. It wasn’t until 1978 that he would have his own boutique in Milan’s Via della Spiga, the main shopping street in Milan.
Over the next decade, Versace exploded onto the scene. Gianni did a couple of things that revolutionized the fashion industry. From lace and leather to metal studs and Swarovski crystals, he was one of the first people to use multiple elements in the same dress (something very uncommon at the time).
When it came to marketing his product he was nothing short of genius. He was the first designer to take his runway shows to other major markets such as Paris and New York. Along with his keen eye for design, he had a keen eye for advertising. He stressed the importance of only using supermodels and high-level photographers to make his campaigns stand out above the rest.
Versace also recognized the brand clout he would receive if celebrities were outfitted by him. He made clothes for Elton John, Princess Diana, Michael Jackson, and countless other celebrities. Jennifer Lopez wore a recreation of the famous green dress she wore in 2000, at this year’s New York Fashion Week show, 19 years later.
