Gianni Versace

Introduction
Gianni Versace was a devoted and passionate Italian fashion designer. Being the founder of
the monumental ‘House of Versace’, he is perceived as an influential figure in the fashion
industry. Born as the son of a dressmaker, Versace grew up working on sewing machines. He
was surrounded by art, culture, and beauty during his childhood which inspired many of his
runway outfits. After opening his Milan boutique, Versace rapidly turned into a sensation on
the global front. He is also known for launching the careers of many supermodels namely-
Cindy Crawford, Christy Turlington, Naomi Campbell and Linda Evagelista. The iconic
Medusa logo was chosen by Versace to cast the spell of making individuals fall in love with
his work simply like Medusa would do. People only started to realize what great of an impact
Versace had on the fashion industry after he was killed.

Family
Versace was greatly fond of his family. His sister Donatella was his muse and she would
often assist him in his fashion shows. He was most serene when surrounded by his nieces and
nephews. Versace was one of the few openly gay designers at the time. He came out in ‘The
Advocate’ interview of 1995 along with his partner Antonio d’Amico. Versace left behind his
business worth $807 million to his family.
Values and Beliefs
 Amid the 1980's, a considerable measure of his work was put in plain view in
displays, this got him a gigantic measure of exposure which prompted him being the
most compelling originators amid the 1990's.
 Versace was the first designer who realised the worth of celebrities sitting in the front
row in a fashion show, who were then photographed in high-profile advertising
campaigns. He understood the importance of marketing. He loved celebrities and
knew that they not only attracted the attention of the press, but they also helped to set
trends.
 While such a significant number of designers end up celebrated and cloister
themselves away, Versace had an insatiable hunger for knowledge, and when he
mastered something, he imparted it to his group of onlookers through his work. His
extraordinary interest about the new was what kept his collections crisp and creative.
 It wasn't a surprise seeing 50 books stacked on a solitary table at one of Versace’s
homes. He employed a full-time bookkeeper, who sorted out the five libraries he kept.
 Versace was more than a collector of art, he was a blotting surface for workmanship,
engrossing it, mulling over it and now and then bringing the hues or thoughts into his
collections.
 Versace was an extraordinary being. Nobody would have ever met someone with such
passion for life, beauty, and living. He delighted throughout everyday life and gave
everything back to the world. He was somebody who was doing what he was destined
to do and got such a great amount of joy from it.
 Versace was the kind of person who never left anybody without them being
invigorated about some part of art or fashion or life.

Best known creations

 Versace was the creator behind the iconic golden dress ‘Oroton’ that debuted in 1982.
The golden dress was famous for its metallic texture that emphasizes of a very fine
net. It can be found in many variations and designs ever since it was created and up to
today.
 The green dress worn by Jennifer Lopez at her first Grammy’s appearance was a huge
success for both J Lo and Versace. The low cut, palm-printed dress not only solidified
Jennifer’s bold personality but also marked the birth of the ‘naked dresses’. As a
result of the dress becoming the most popular search query, Google created the
‘Google Image Search’.
 Versace’s most notable moment in his career was when Elizabeth Hurley wore the
haltered, black dress held together at the side with oversized safety pins to the
premiere of ‘Four Weddings and a Funeral’. This dress is considered as Versace’s
best creation till today.
Work Sphere
 Versace discovered his motivation there, coercively feeding even the most refractory
customer his diverse knowledge of the actual world. The uniqueness of his powerful
prints, their roots in the noteworthy past became the archetype for modern fashion.
 Versace commissioned music for his shows from entertainers like ‘The Prince’ who
sang about ''The Versace Experience,'' and he appropriated limited edition CD’s to his
crowd.
 When Versace planned to design a dress, he fashioned it to be bold and breath-taking.
He created sexy and beautiful at the same time. He understood what the colour or a
dress could do for a woman. It could make them look strong.
 The seriousness with which he moved toward his art never weighed down the
outcomes. Versace was determined to making his garments, and his presentations -
fun, essential and energizing. In spite of the work that went into his collections, he
never needed to make seeing them work.
 Versace considered himself to be a man with four outlooks: conservative, crazy, rock
and theatre. The manner in which he surrendered to those driving forces, or given
them a chance to battle it out on the runway, was the show of his work.
 Versace was additionally known for his designs for films and theatre. He made
ensembles for different ballet and opera productions, frequently working together
with Maurice Bejart.
 Versace was notable for his associations with prominent famous people and artists. A
portion of his companions included Madonna, Sting, Princess Diana, and Elton John.
 Versace was the man who solidified the status of the supermodels and moulded the
fashion industry for eternity.
 Versace made the fashion world part of popular culture just with his jaunty fashion
designs. His legacy would be extraordinary, especially in our age, amalgamation of
specialty, elegance and the popular culture.
 Management Lessons
I. Risk Taker and Fearless of being unique :
Versace’s name became synonymous for many with vulgarity on account of the manner
in which his garments turned into flashy fashion. His low neck line stunned numerous but
because of his personality, he couldn't care less with respect to what individuals thought
of his art. His advertisements were often erotic, dismissed by conservative publications
for exhibiting more nudity than fashion. Only love for his art could influence a designer
to undertake such a risk, when he had no need of the exposure and the risk might never
yield rewards.

II. Loyal to his celebrity clients :

Versace was so interested by whatever was going on in the world that he embraced
numerous celebrities at the height of controversy giving a protected house to those with a
battered image - The Princess of Wales, Mike Tyson and Woody Allen.
The supermodels of the era were regulars on Versace’s runway because of his friendly
relations and his flawless fashion sense. He would often sent faxes to his celebrity friends
‘letting them know he was looking and listening’ and continuously supporting them
throughout.
III. Utilized his knowledge about the art to design dresses :
Versace majored in architecture and personally chose each and every item in his houses.
He personally supervised the restoration of his home on Lake Como. He was deeply
inspired by the classical past. He was surrounded by Italian Baroque, Grecian themes and
Estruscan symbols while growing up and these were woven into his collections. Art and
theatre along these lines became essential forms of expression that, together with fashion,
contributed to the creative freedom and experimental nature that defined Versace’s style.

IV. Turned his failures into successes :

On numerous occasions he absorbed criticism, and enhanced his collections strikingly.
The individuals who had rejected him earlier for his “cartoonlike style” were compelled
to surrender that he had moulded himself into a standout amongst the most vital
couturiers of his age in just seven years. To see him pursue his dreams was to see a
designer in evolution.

Personality Traits

 The Big Five Personality Model: This personality assessment model taps five
basic dimensions of the human personality.

i. Extraversion: Versace comes under ‘extrovert’ because he loved being

around people. He was gregarious, assertive and sociable.
ii. Agreeableness: Versace was cooperative, warm and trustworthy according
to all his celebrity friends. So, he was a highly agreeable individual.
iii. Conscientiousness: Versace was a highly conscientious person as he was
responsible, organized and persistent.
iv. Emotional Stability: Versace had positive emotional stability because he
handled stressful situations with patience and confidence.
v. Openness to experience: Versace always had the zest to experience new
interests. He was creative and artistically sensitive.

 Leadership Style: This is a leader’s method of providing direction, implementing

plans and motivating people.
Versace followed the ‘Charismatic Leadership’ as he was verbally eloquent and
extremely skilled at communication. He was highly intellectual and had the ability
to motivate his clients to perform at high levels.