1. Versace is an Italian Fashion Brand, created by Gianni Versace in 1978 in Milan. The company was originally created under the name Gianni Versace Donna. Gianni was the fashion designer up to its assassination on July 15th His sister Donatella was its muse and became fashion designer after him. Allegra, Donatella’s daughter, possesses today 50% of the company. Donatella stays the Icone of the brand.
HUMAN BRANDING
Clémence Oswald – Camille Régnier – Yeqiong Ren – Anna Churakova – Ximeng Wang

2. only sexy won’t go out of fashion ”
“Haven’t your heard? I sleep every night in the deep freezer”
“ A dress for a woman, it’s a weapon. I see fashion like that. Something that will help you get something that you want in life.”
Jett-setteuse
 ”In Fashion,
only sexy won’t go out of fashion ”
Myths
 1. Cult of beauty – Body cult
Sport: way of live, healthy life : « Squeezing in a morning workout before I run off to work »
 Divergence: about her appearance (buzz) => most of person think that her transformation (by the surgery) is a disaster.
She doesn’t care what people think about the way she maintains her body
=> Link to the greek history
 2.The death of her brother:
with is success Versace take revenge on the life “Fashion is a weapon” Versace, mystification of the story (film + movies)
 Style
 Sexuality / nudity:
"Every woman likes sex. If they don't like it, they should go to a shrink!"
"Sexy clothes don't only express 'I want sex', but courage. 'This is me, this is my courage. You need to confront me'."
‘You can be too boring, but you can never be too seductive.’
Audacity
Extravaganza: surgery
Glamour / Femme fatale: Confidence of the woman and femininity
Lineage
Familly business : a heritage story
Media and Allies
Jet setteuse : use to be seen in party, she likes to have fun (travel, party, society…)
A star among the star the strong image of Versace is base on her friendship with the most influent celebrities, on his instagram account but also in the magazine we can see a lot of pictures of Donatella with celebrities (friends)
Surgery : Donatella did the buzz with her physical transformation, indeed all the media and people speak about Donatella surgery. We are not sure that is a good publiciy
For donatella because more of the articles are really hard with Donatella.
Magic
A woman in the fashion industry : succes of the brand => success story
A univers between reality and irreality
Luxurious word 
Test
A star among the star
”Women’s bodies are curvy, sensual, it’s about being happy to be a woman – sexy is always good ”

3. Rock and Roll Influences
“I dress the most powerful women. Fashion is not going to change the world but it can empower women.”
Rock and Roll Influences
Seductive Clothes
Symbols
Athleisure trends
Woman Empowerement
Power: "I sit on the board of directors, I'm the only woman! And I dress some of the most powerful women in the world. So I think I'm a feminist. I show to women, you can do it."
Myths
 Style
During a long time the trade shows were on the theme of seduction ( Like gianni style), with very sexy outfits, but now other aspect are present during the trade show like the
Sportmanship, business woman. In 2016 for Versace trade shows, looks were composed with cropped-top …
Allies and Lineage
A lineage of the most celebrities
 A star among the star => friends of star
 The star’s friends Its endless list of celebrity loyalists includes Lady Gaga, Jennifer Lopez and Kate Hudson
The star’s friend of Donatella Versace are the most of the time model for Verace for the adds, they also wear versace for the event with a high visibility.
Moreover years after years versace introduce the most popular models on its trade shows but also for its adds :Linda Evangelista, Noami Campbell, Kate moss; Gisele bundchen, Gigi Hadid ….
Music is a high source of inspiration for Donatella versace. The brand versace used to highlight the most famous of the century like Lady gaga or Madonna. The particularity of this singers is their styles : Rock and roll.
Magic
The brand used  the symbole to create the dream like the fairly tale dress ( the dress of the little red riding hood with the medusa symbole of versace wear by the singer Nicki Minaj)

4. Inspiration of donatella :
Lady gaga : the extravaganza of the style, singer
Gigi hadid the beauty, style, cult of the body
Today the two muses of Versace could be two of her friends but also two of the most influential celebrities: Lady gaga and Gigi Hadid, we will see why ?
Lady gaga : “ her twin” more for the style than for the surgery “appearance”, the extravaganza of lady Gaga is completely link to the style of Versace and Donatella, donatella can be inspired by the art of self-transformation of lady gaga but also her test for the wild clothes.
Moreover Donatella used to listen music to create, so she can be inspired by the music of lady gaga, by the lyrics, tempo and by the staging of her music videos totally innovative but also link to the style of Versace.
Gigi Hadid: on the instagram of donatella versace you can observe the birth of a real complicity between this two women.
With this friendship Donatella can find some inspiration, indeed donatella is obsess by the appearance and the beauty, and today Gigi Hadid is the symbol of beauty and the perfect body.
Moreover Donatella Versace evolves the style of the brand versace with athleisure outfits so she can take her inspiration of the style of Gigi hadid ( athleisure chic).