GIGI, BELLA, DONATELLA: Who can epitomize the Versace attitude better than Donatella Versace herself?
The brand’s chief creative officer stars in the women’s spring 2022 advertising campaign alongside Gigi and Bella Hadid, both regulars at the label’s fashion shows.
The family bond between the Hadid sisters and their close relationship with the designer is at the core of the concept of the campaign, which launched Thursday.
“Family is always at the heart of everything I do, which is why I love Bella and Gigi so much. They perfectly exemplify the strength between sisters, and they share that message to our Versace sisterhood worldwide,” said the designer, adding that she wanted the campaign to be “a warm hug to the global Versace family at the start of 2022.”
With her blonde mane styled in waves, Versace appears in the color images laid against a white background and posing between the Hadids for photographers Mert Alas and Marcus Piggott, who looked at heritage Versace imagery — especially at Richard Avedon’s work for the brand — for inspiration.
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While coordinated looks emphasize the connection between the characters, the Hadid sisters also front some shots without the designer, portrayed while sharing a hug dressed in boldly colored latex dresses, or cradling the La Medusa handbags and minibags.
In addition, Versace’s new face Maluma makes a cameo in some of the images alongside the models. As reported, the Colombian singer was tapped as key protagonist of the brand’s men’s advertising campaign, which was unveiled last week.
On that occasion, the designer teased the new campaign on her Instagram account, inviting her 7.5 million followers to guess the name of the new face. Versace replicated the move for this campaign, too, sharing a behind-the-scenes picture of her on the set as a teaser.
This is not the first time Versace appears in an advertising campaign, both for her brand or others. Previously, she made cameos in Versace videos, including for spring 2019 where she tattooed the arm of Bella Hadid with the name of the brand. She also fronted Givenchy’s fall 2015 campaign, when then-creative director Riccardo Tisci invited her to appear in the black-and-white images.
As an expert with a profound understanding of the fashion industry, particularly the realm of luxury brands and iconic personalities, I can confidently provide insights into the article featuring Donatella Versace, Gigi Hadid, and Bella Hadid in the women's spring 2022 advertising campaign.
My extensive knowledge in the field allows me to elucidate the various concepts embedded in the article, showcasing the synergy between the Versace brand, the Hadid sisters, and the renowned designer herself. Here are the key concepts:
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Versace's Chief Creative Officer: Donatella Versace, the Chief Creative Officer of the Versace brand, plays a pivotal role in shaping its image and aesthetic. With a history of being actively involved in advertising campaigns, her influence extends beyond the design studio.
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Family Bond and Sisterhood Theme: The article highlights the central theme of family and sisterhood in the campaign. Donatella expresses her deep connection with Gigi and Bella Hadid, emphasizing the strength between sisters. This theme serves as the core concept of the advertising campaign.
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Versace Spring 2022 Advertising Campaign: The focus of the article is on the women's spring 2022 advertising campaign, indicating the seasonal collection for that year. The campaign features color images shot against a white background, presenting a visually striking aesthetic.
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Photographers Mert Alas and Marcus Piggott: The choice of photographers, Mert Alas and Marcus Piggott, is mentioned, and their inspiration from heritage Versace imagery, especially Richard Avedon's work for the brand. This underlines the artistic direction and influences behind the visual elements of the campaign.
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Hadid Sisters' Relationship with Donatella: The article highlights the Hadid sisters, Gigi and Bella, as regulars at Versace's fashion shows, emphasizing their close relationship with Donatella. The coordinated looks and shared moments in the campaign reinforce the familial bond and collaboration between the designer and models.
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Maluma's Cameo: Versace's new face, Maluma, makes a cameo in some campaign images, connecting the women's and men's advertising campaigns. This demonstrates Versace's strategy of featuring key personalities across different collections to create a cohesive brand narrative.
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Social Media Teasers: Donatella Versace's use of social media, particularly Instagram, to tease and generate excitement for the campaign is highlighted. Her engagement with followers, such as inviting them to guess the new face, showcases the brand's utilization of modern marketing techniques.
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Versace's Previous Campaign Appearances: The article mentions Donatella Versace's past appearances in advertising campaigns, both for her brand and others. These include her cameos in Versace videos and her feature in Givenchy's fall 2015 campaign, illustrating her enduring presence in the fashion industry.
By delving into these concepts, we gain a comprehensive understanding of the dynamics at play in the Versace spring 2022 advertising campaign, revealing the brand's commitment to family, artistic expression, and strategic collaborations with influential personalities.
