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Versace transforms Versus line into a ‘digital brand’

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today May 17, 2013
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Versace Versus became shoppable from the moment it was revealed at its New York presentation on Wednesday. According to Donatella Versace, the collection is geared toward a generation who live online. The inaugural show presented the main Versace Versus line alongside a capsule collection designed by British designer J.W. Anderson.

Quick, immediate and digital: the new Versus collection


The main line, which includes menswear and womenswear, looked to the brand’s nineties archives for inspiration: denim, studded leather and optical prints featured heavily. A very much fitting choice given the recent return of nineties style to streetstyle and the catwalk alike.

Donatella’s newest protégé J.W Anderson also presented a collection of conceptual silhouettes. His was a modern take on Versace Versus, with a few twists thrown in along the way, such as the concept of a shared wardrobe. "Unisex is the most modern thing that a lot of people do not touch on," Anderson told WWD. "The whole collection has to feel jarred. I think there's a sharpness of the bridging of the [male and female]. When something is ugly and wrong, I feel that it's right. You're not used to it."

The Versace Versus collection became immediately available for purchase that night on the brand’s e-store. The capsule collection, however, will be making its way to stores for a 15 June launch. Versace Versus will continue to update its online offering throughout the year, without paying too strict attention to the rhythm set forth by the fashion week calendar. For Donatella Versace, the new concept represents the ‘future of fashion’. Parties held in different capitals will celebrate the online launch of new collections, which will become instantly available Versace Versus’s target audience of the rebellious web-generation.

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