Versace, known for its bold and flamboyant creations, has made unexpected changes to its campaign for the autumn-winter 2024 season. The project, created by acclaimed photographers Mert & Marcus, is distinctive and classic at the same time. The setting for the shoot is the iconic Chateau Marmont hotel in Los Angeles. An iconic place adding a unique touch to the whole.
What characterizes Versace’s new campaign for the fall-winter 2024 season?
Titled “a spontaneous moment of tailored rebellion,” the campaign introduces a new aesthetic to the Versace brand. Donatella Versace returns to Los Angeles. Models appear in the iconic corridors and rooms of the Chateau Marmont Hotel. The collection combines luxurious craftsmanship with crisp, bold style. The clothes have something of the style of a luxury rebellion. The contrast of colors creates an atmosphere of rebellion. The clothing line is clean and minimalist, but at the same time broken with luxurious fabrics and predatory colors. The designer speaks of a “thoughtful wildness,” where classic tailoring is disrupted by draping and prints. Versace campaign for autumn-winter 2024 season is eye-catching and memorable.
The collection also features embroideries and jacquards, luxurious tweeds. White, sharply pointed swallow-shaped collars adorn lightweight chiffon shirts and dresses for women. The distinctive precision of Versace’s cut generates the strength of the collection. It can be seen in dresses with high slits to masculine, tailored blazers worn with slim pants and high boots. Leather dresses and skirts with draping seem spontaneous, but are controlled and precise in cut. The color of the season is an intense shade of lipstick red. Vibrant and expressive. Rich, baroque print adorns leggings and evening gowns. It adds a graphic look to the collection.
What emotions are stirred by the campaign Versace
Versace’s new campaign for autumn-winter 2024 season stirs mixed emotions among viewers. The visual simplicity of the photos emphasizes the details of the clothes, but at the same time can give the impression of being too muted and calm. The iconic Chateau Marmont hotel, full of Hollywood glamour, is more of a neutral backdrop than a protagonist in its own right in this campaign.
Although the campaign is described as “a spontaneous moment of tailored rebellion,” its execution is more balanced than rebellious. It presents a refined elegance and purity of line. It provides a refreshing contrast to Versace’s earlier, impetuous campaigns. On the other hand, it lacks the explosion of energy that has become the brand’s hallmark. Despite the minimalist aesthetic, the campaign manages to capture the spirit of refined rebellion. It is deeply rooted in Versace’s DNA.
Versace campaign authors
A top creative team was responsible for the campaign. Donatella Versace, as chief creative director, collaborated with acclaimed photographers and directors Mert & Marcus. The models in the campaign are Loli Bahia, Vittoria Ceretti, Fernando Lindez, Lee Minseok and Hedi Ben Tekaya.
This tight-knit team has created a campaign that, despite its elegance, evokes a variety of emotions and provokes discussion. The photos are stunning. It is also evident that Versace is not afraid to experiment and introduce novelties into its fashion narrative.
Luxury News Editor
Joanna Baran
Source: versace.com
The company: Versace
