After almost thirty years since its inception in 1989, Versace is shifting its focus back to its Versace Jeans line and integrating it with the Versus line.
This moves comes in tandem with the sale of the company to Michael Kors Holdings last month and hints on an increased focus on the brand’s luxury and signature lines.
“Over the past few months, we have been looking at ways as to how we can simplify our business model and enable us to give a better focus and energy into our brand portfolio to ensure that we continue to be innovative and relevant in everything that we do,” Jonathan Akeroyd, Chief Executive Officer said. “We have decided that we will now integrate our two contemporary collections into one by merging Versus and Versace Jeans. This merger will allow us to further develop the Versace Jeans collections and at the same time not to lose the DNA and codes that made Versus so iconic.”
Licensed to Swinger International, the Versus Jeans line is expected to hit the market by November this year and will be spearheaded by Creative director Donatella Versace, who will be in charge of both collections.
Versus was first launched in 1989, gifted by Gianni Versace to his sister, Donatella. In 2005, the brand underwent a four-year break, making a return in the fall of 2009. In fall of 2010, Versace teamed with Scottish designer Christopher Kane, who added a youthful, edgy and underground vibe. In 2012, Donatella along with Ferraris took on a new vision for Verusu minus Kane and came out with a younger feel to the brand as a seasonless line focused on a strong digital presence. Together, they developed capsule collections, co-branding projects and limited editions under the Versus moniker with various designers and artists.
