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VERSACE // HOLIDAY CAMPAIGN 2022

by / No Comments / 31 View / December 6, 2022

Lily McMenamy is the star of the campaign, her first for the brand. Daughter of Kristen McMenamy, whose image was synonymous with Versace in the mid-1990s, Lily is the main protagonist of a dedicated campaign film in which she runs to the theatre in a billowing chiffon dress, encountering along the way a cast of beautiful (and at times bizarre) Versace-clad characters, including models Kit Butler, Sora Choi and Mila van Eeten.

The campaign setting stays true to the brand’s deep roots within the worlds of theatre and the arts, taking inspiration from the Versace Teatro books created by Gianni Versace in 1987 and 1992. Both books are a collection of essays, and costume and stage design sketches from Gianni which showcase his long-term admiration and work within the world of theatre. For this year’s Holiday campaign, the brand worked in collaboration with Franco Maria Ricci, the renowned publisher that published the original Versace Teatro books, including on creating a new poster featured within the film that recalls the graphic look of the books. Images from photographer Carlijin Jacobs, who works between the worlds of fashion and the wider cultural arts having shot the album art of Beyoncé’s Renaissance, further showcase the seasonal collection’s union of theatrical opulence with high-gloss immediacy. Knitwear featuring Medusa is among a selection of giftready designs, including tailored separates and styles in the brand’s Versace Allover motif finished in crystal to bring added glitz to the Holiday season. Greca Goddess bags and Odissea sneakers are as dramatic as they are harmonious in design and color.