The queen of shiny glamour, Donatella Versace is celebrating a bumper year of sales with the brand last week positing its first profit in four years. Revenues were up to €340.2 million for 2011 with net profits topping €8.5million compared to a loss of €21.7 in 2010. So how did the quintessential blonde bombshell turn the story around? Grazia reveals the steps to Versace’s comeback:
1. The Relaunch of Versace Couture for Spring 2012
The first Atelier Versace couture collection seen on the catwalk since 2004 , Donatella’s line of fierce corseted dresses were greeted with delight by a celeb filled crow including Diane Kruger and Cameron Diaz.
2. Christopher Kane at Versus
Since S/S 2010 the young Brit designer Christopher Kane who Versace famously sponsored for his graduate collection, has been weaving his magic at Versace’s lower priced sister line. Last season saw a luxe punk collection – part Camden part Milan – a perfect fashion mashup.
3. Versace for H&M
We came, we queued and we purchased. Miami prints, garish brights and super sexy cuts worked the Donatella signatures for the high street = fashion hysteria.
4. Young Versace
Casting Cindy Crawford’s daughter Kaia Gerber to star in Versace’s children’s wear debut campaign was a masterstroke – and while critics have lambasted the lines adult design, girls (and their fashion savvy mums) have swooned at the collection which caters for mini fashionistas up to 12 years old.
5. Launch of official Versace.com
With backstage catwalk films, links through to all of its different collections and super sexy Versace models, the brand’s new website demonstrates a brand ready to conquer the online world.