#VersusCalling: Inside Last Night’s Versus AW’15 Launch

It was an evening shrouded in mystery. With little more information to go on than a location in East London, rumours of a surprise guest act, and a collection unveiling that would be live-streamed worldwide (in what we suspected to be an unpredictable fashion) to say we were a little curious about last night’s #VersusCalling event would be an understatement.

In a world where fashion moves faster than you can say ‘ecommerce’ keeping up with the digital realm has become an essential part of any brand's survival. The see-now-buy-now-wear-now mentality has become such an integral part of the industry that it's hard to remember a time when immediate fashion fixes weren’t possible. Yet last night Versus upped the stakes.

Since Donatella Versace decreed the fashion empires younger, more rebellious label would be more fashion-forward, integrating an instantly shopable approach to the new season’s clothes has become an essential part of the business. Showcasing the first collection under the new leadership of Anthony Vaccarello as creative director, last night’s event at the Old Brewery Building in Shoreditch was the latest step in the evolution of Versus Versace.

Combining the brands infamous rock rebellion attitude, guests including Bip Ling, Maisie Williams and Mary Charteris were all treated to performances from Zibra’s, Nothing But Thieves, Chelsea Leyland and Roman Kemp – all clad in the latest collection, of course.

Each of these performances were then broadcast via live stream to www.versusversace.com, where viewers were invited to preview the new collection in a specially curated exhibition space and could shop the look direct from the stage.

The collection itself, which was inspired by Brett Anderson and 90s’ Britpop (hence the East London setting), was made up of 17 pieces for men and women that were lavished in leather and featured the brand’s infamous cut-to-there slits and silver lion head buttons.

Unlike most other A/W’15 collections, unveiled in February and unavailable to purchase until months later, Anthony Vaccarello’s latest interpretation is already online. No catwalk show will follow either – only this presentation, proving that this is a collection that has been crafted for a younger generation.

Versus has put social media at the heart of its new launch. And Donatella’s approach is right on the money.

By Rebecca Kelsey

See the new Versus collection in the gallery below...