FASHION PROMOTION

Analyze Fashion Show

VERSACE FALL WINTER 2020 – 2021

Ready to Wear – Womens Mens Wear

Gabriel Calista

FASHION DESIGN

LASALLE COLLEGE SURABAYA

i
 INTRODUCTION

Fashion is a style of dress that is used every day by a person, be it in his daily life or at
certain events with the aim of supporting his appearance. Fashion is a language of signs, symbols
and iconography that non-verbally communicate meanings about individuals and groups.
Fashion in all its forms from a tattooed and pierced navel, to the newest hairstyle, is the best
form of iconography we have to express individual identity. It enables us to make ourselves
understood with rapid comprehension by the onlooker.

A fashion show is an event put on by a fashion designer to showcase his or her upcoming
line of clothing during Fashion Week. Fashion shows debut every season, particularly the
Spring/Summer and Fall/Winter seasons. This is where the latest fashion trends are made. The
two most influential fashion weeks are Paris Fashion Week and New York Fashion Week, which
are both semiannual events. In a typical fashion show, models walk the catwalk dressed in the
clothing created by the designer.

Occasionally, fashion shows take the form of installations, where the models are static,
standing or sitting in a constructed environment. The order in which each model walks out
wearing a specific outfit is usually planned in accordance to the statement that the designer wants
to make about his or her collection. It is then up to the audience to not only try to understand
what the designer is trying to say by the way the collection is being presented, but to also
visually deconstruct each outfit and try to appreciate the detail and craftsmanship of every single
piece. A wide range of contemporary designers tend to produce their shows as theatrical
productions with elaborate sets and added elements such as live music or a variety of
technological components like holograms, for example.

ii
 TABLE OF CONTENT

TITLE PAGE .............................................................................................................................i

INTRODUCTION .................................................................................................................... ii

TABLE OF CONTENT .......................................................................................................... iii

CHAPTER 1
1.1 Background ............................................................................................................... 1

1.2 Vision and Mission .................................................................................................... 2

1.2.1 Vision Statement ............................................................................................... 2

1.2.1 Mission Statement ............................................................................................. 2

1.3 Timeline .................................................................................................................... 2

CHAPTER 2

2.1 Versace Fall Winter 2020 – 2021 Ready to Wear ....................................................... 5

2.2 Theme ....................................................................................................................... 6

2.3 Concept ..................................................................................................................... 6

2.4 Ambience .................................................................................................................. 8

CHAPTER 3
3.1 The Best Look ......................................................................................................... 10

3.2 Models ..................................................................................................................... 12

3.3 Make Up and Hairdo ................................................................................................ 16

4.3 Venue ...................................................................................................................... 18

CHAPTER 4 - CONCLUSION............................................................................................... 19

BIBLIOGRAPHY ................................................................................................................... 20

iii
 CHAPTER 1

1.1 Background

Gianni Versace S.r.l, usually referred to simply as Versace, is an Italian luxury

fashion company and trade name founded by Gianni Versace in 1978. The main collection of
the brand is Versace, which produces upmarket Italian-made ready-to-wear and leather
accessories. The Versace logo is the head of Medusa, a Greek mythological figure. The logo
came from the floor of ruins in the area of Reggio Calabria that the Versace siblings played in
as children.

Gianni Versace chose Medusa as the logo because she made people fall in love with
her and they had no way back. He hoped his company would have the same effect on people
and on those who wore his clothes and shoes. The Versace brand is known for its innovative
designs having symbolic flashy prints and bright colors but with style. The company
announced in 2018 that it would stop using fur in its collections.

On 25 September 2018, Michael Kors Holdings acquired all outstanding shares in

Gianni Versace S.r.l. for $2.12 billion (USD); the acquisition was completed on 31

1
 December 2018, keeping on Donatella Versace as head of creative design. Versace's first
boutique opened in 1978 on Via della Spiga Milan in 1978, and became popular. Today,
Versace is one of the leading international fashion houses. Versace is new, markets, and
applies luxury clothing, accessories, fragrances and cosmetics through various brands under
the Versace Group.

1.2 Vision & Mission

1.2.1 Vision Statement
“To make women and men feel beautiful and empowered, the House of Versace is an
established fashion force that continues to inspire both trends and people.”
Versace acknowledges its role in the industry. The company confirms that it has
power in dictating and creating trends. It wants to inspire and motivate people with
the help of fashion and make them feel great about themselves.

1.2.2 Mission Statement

“Versace will pursue its sales goals on national and international markets through
the offer of fashion, luxury and high-quality products at competitive conditions and
in compliance with laws designed to protect competition.”
The brand wants to stay focused on luxurious and fashionable products and ensure
high quality for them. It wants to continuously grow and improve its position and
influence in the fashion industry worldwide.

1.3 Timeline

1978
- Versace was founded by Gianni Versace in 1978 in Milan, Italy. The brand is known for
its haute couture, pret-a-porter, accessories, fragrances and home furnishings in Medusa
head logo, a Greek mythology figure
- The first boutique of Versace was opened in Via Della Spiga, Milan

1982

2
- Versace expanded their line other than clothing: Accessories, Jewellery, home
furnishings and China industries oriented products.

1991

- The first boutique of Versace that was opened outside Italy was in Glasgow, Scotland.

1993

- In 1993, Donatella Versace started the line "Young Versace" focusing not only on adults
but on children as well. The same year when she also started "Versus" which today is
known as Versace's second line and as a brand.

1994

- Versace gained global coverage with their unforgettable master peice black Versace
dress of Elizabeth Hurley. Due to it's magnificent design, it was then called as "That
Dress". The dress was voted as the most iconic dress of all time according to Daily
Telegraph poll.

1997

- In 15th July 1997, desinger and founder of Versace, Gianni Versace was assassinated by
spree killer Andrew Philip Cunanan. The day when the whole world mourned over the
assassination of the fashion Prince.
- After the death of Gianni Versace, his sister Donatella Versace took over as a creative
director who was also the vice-president of the company. His brother Santo Versace
became the CEO.

2000

- Another iconic dress after the black Versace dress of Hurley was the "Green Versace
dress" worn by Jennifer Lopez at the 42nd Annual Grammy awards. In 2008, it was
voted as the fifth iconic dress of all time by Daily Telegraph poll.
- In 15th September 2000, Versace opened their first luxury hotel in collaboration with
Sunland group: Palazzo Versace in Australia's Gold Goast, becoming the first luxuruy
brand to start its fashion-branded hotels in the world.

2006

3
- Gianni Versace S.r.l collaborated with Lamborghini in 2006 to produce the Lamborghini
Murcielago LP640 Versace. The collaboration was one of a kind and very excludive
with only 10 productions. The interior of the car was made of Versace's white satin and
the Versace logo embroidered in the seats.

2014

- The company saw the declining in their profits in the early 2000s. In February 2014,
20% stake of the company was sold to The Blackstone Group.
- In 2014, the company joned the CNMI (Camera Nazionale della Moda Italiana)
sustainability working group to start their focus towards sustainable productions.

2018

- Donatella started the fur-free campaign. “I don’t want to kill animals to make fashion. It
doesn’t feel right." said Donatella in the interview with Luke Leitch for The Economist's
1843 magazine.
- On 24th September 2018, American fashion company Michael Kors acquired Versace.
Sold for a value of $2.12 billion including their debt, Versace joined Jimmy Choo and
Michael Kors in Capri holdings portfolio

2019

- Versace got into controversy and received major backlash in August 2019 for their line
of T-Shirts that suggested "Hong Kong" and "Macau" were two different countries.
Following the backlash, Versace loses it's Chinese ambasador Yang Mi (Chinese
actress). Versace later apologised for this mistake to the Chinese customers.

2020

- Currently the CEO of Versace company is Jonathan Akeroyd (since 2016) and Donatella
Versace is the Artistic Director and Vice president of Versace (since 1997).
- "I had to stay. Gianni trained me. The last two years of his life especially, Gianni
trained me to do everything.” - Donatella Versace.

CHAPTER 2

4
2.1 Versace Fall-Winter 2020-2021 Milan Fashion Week Ready-to-Wear

. This collection of Versace for Fall-Winter 2020-2021 season presented during

Milan fashion week is completely out of the line. Italian designer Donatella Versace
presented Versace‘s Fall Winter 2020 - 2021 menswear and womenswear collections, that
celebrate equality and inclusivity, as well as sensuality, self-confidence, and the right to be
different year ago Donatella Versace decided to join Michael Kors Holdings, and during
2019 she showed the pieces with designs from Gianni Versace heritage – from which
Versace houses started and had great success.

This is the first collection which doesn’t look like Versace at all. Two looks were
noted – sporty looks and classic tailored suits (so called “tailors”). The silhouettes, in
another words, are very much in Michael Kors mood. This new collection is probably a new
era of the brand, which doesn’t have anymore it’s original identity, and probably has already
a new designer.

We all were under impression that this is the first collection, which was not designed
by Donatella Versace, even she was smiling to public from multiple holographic images. It
is not clear what is the reason to multiply and produce expensive sporty clothes or tailors,

5
 which couldn’t be separated from another brand like Michael Kors. Although collection of
Versace bags is still great and very trendy.

2.2 Theme

Donatella Versace put her men’s and women’s collections together on the catwalk
for the first time on Friday night, but there was a whole world besides. “Sensuality comes
from the brain,” she declared in a pre-show press conference, and that idea of the physical
calculatedly shaped by the cerebral was a theme.

”Who is the man and who is the woman of today?” The reason she wanted to do
show my men’s and women’s collections together today is because men and women are
equally powerful. She think that it doesn’t have anything to do with gender, rather the fact
that their power comes from a different type of confidence, both from their sensual
exuberance and their minds.

2.3 Concept

This season, Versace put on its first-ever co-ed show, mixing male models in with
the female faces we tend to see season after season. But the mix didn't stop there. The
clothes themselves took a more androgynous tilt as well, focusing on structured blazers,
tailored slacks, and pressed button-downs.

A new concept of sensuality, almost restrained, sketched and never shouted, is

epitomized in the slashes that characterize both women’s dresses and men’s tailored suits.
Jewelry-style rings are engraved with Versace’s iconic Greek Key pattern and are used to
hold the slashes together.

Structured or bonded fabrics are doubled to give a firm shape to dresses, skirts and
jackets because there’s power and confidence even in the silhouettes. Arching domed skirts,
nipped-in waists and super-strength shoulders highlight the “Centres of Power” of the

6
Versace tribe: flamboyant and unapologetic in its expression. In menswear, the clothes
channel strength and portray bold hypermasculinity.

The shoulders are broad, and the waist is cinched. Sports references inform the
collection and appear on head-to-toe tracksuits and netting-backed nylon separates. Here,
the slashes add character by revealing sports-inspired netting beneath for a modern rework
of a universally recognised brand code. A new sneaker, the Trigreca grounds the looks with
utilitarian edge.

This season shown both her women’s and men’s collections on the same runway, a
decision made by the designer to hero not only inclusivity and equality but to show that
women and men are “equally powerful.” Power, she said in a press release following the
show, “doesn’t have anything to do with gender, it comes from a different type of
confidence, both from their sensual exuberance and their minds.”

At a preshow press conference she endorsed both “hyper-femininity” via exaggerated

shoulders and hips and nipped waists and “hyper-masculinity.” While gender fluidity isn’t
really Versace’s thing, equal opportunity flamboyance most certainly is. That meant girls
and boys wore electric floral prints and zebra stripes, ditto the metallic pinstripes and
traditional checks.

The only distinction between a pair of hot pink pantsuits was that the men’s was
single-breasted and the women’s was double. An equal number of men and women walked,
including Donatella’s favourites: Kendall Jenner, who closed the show, and sisters, Bella
and Gigi Hadid. Kaia Gerber, Irina Shayk, Imaan Hammam and Adut Akech were cast too.

7
2.4 Ambience

Versace is all about unapologetic maximalism, and this season at Milan Fashion
Week, the house took its roots into a bold new era. After guests entered the space at Piazza
Lina Bo Bardi to find themselves on one side was a mirror and on the other, neon yellow –
to the chests for fear of them being ripped out of their hands for a coveted seat inside the
venue.

Later, this strategy proved important: one editor had to ask someone to move out of
their seat, after the person had managed to get past security and into the show sans
invitation. Attendees walked into a reflected tunnel – an influencer’s dream – before finding
their seats in front of a huge screen reflected like a mirror – the runway was mirrored too –
before the lights dimmed and Donatella’s face appeared along the wall, posing and laughing.

At this massive fashion fun house mirror, Donatella Versace's first co-ed
line hypnotized the crowd with flashy prints, leather, ultra-mini dresses, and a healthy dose
of sparkle. The eclectic collection transitioned to showcase a series of preppy looks,
athleisure perfect for the customer who's also coveting Supreme Oreos, a limitless supply of
anoraks, metal mesh, and little black dresses, all embodying the house's signature
maximalism.

8
 While there was no showstopping celebrity moment this time around, there were
plenty of supermodels, as well as mesmerizing teasers that featured a distorted, zebra-
patterned statue of the Virtus V, which had an optical illusion effect and foreshadowed the
plethora of animal prints across the collection.

Her invitation was a mirror. Look at yourself! The world’s favourite subject in the
age of Selfie Dominatus. When we took our seats, a digital wall was playing the audience
back at itself. At first, it was a straight reflection. Then it began to undulate and warp, like an
image of a brain surrendering to lysergic intrusion, or maybe the after-effects of too much
narcissism. A good fifteen minutes of fun for the whole fashion family before the show
started, perhaps even a happy/sad chemical memory for a few of them.

Then, she had the hottest bands of the moment providing live accompaniment. Now,
she had a DJ doing a brilliant job of matching huge dance tracks to the ever-changing moods
of the digital wall: op art pulse, liquid gold swirl, Medusa mutating.

9
 CHAPTER 3

3.1 The Best Look

No one does “Va Va Voom” sensuality like Donatella Versace and this
Fall/Winter 2020 collection cements the Italian luxury fashion house as the ultimate
wardrobe for any sexy siren out there. After her viral Spring/Summer 2020 collection that
has J.Lo recreating her iconic “green dress” moment, this latest show delivers a different
type of flashy, focusing on the garments without any other distractions from the runway.

The silhouettes of every model perfectly illuminated by the giant LED screen,
displaying complimentary images of Versace’s signature motifs and patterns. The collection
itself is likely to be a hit with the twenty-something crowd thanks to the plethora of stunning
mini-dresses, cinched and snatched at the waist. These dresses come in an array of fabrics
from buttery smooth leather to electric floral prints.

In typical Versace fashion, there is an emphasis on hyper-femininity and hyper-

masculinity with an unabashed air of glamour. Shoulders are padded and broad, skirts are
cropped short and waists perfectly nipped. While this signature combination is often
associated with the house’s evening wear, Versace presents her version of day-time glam in
the form of denim jackets, heeled sandals and even rugby sweaters.

10
 Bella Hadid's party-ready dress made a statement with its ultra-mini length and
shimmering green stripes. On the other side, Gerber's inner lioness shone in an oversized
animal-print coat, major sunglasses, and a slip dress with disfigured V designs
that referenced more-is-more glamour from the '70s and '80s. Nostalgia from a range of
decades was evident in the Versace Fall 2020 collection, but together with the optical
illusions, the maximalist show created an altogether new era of style.

11
 It was a bold first foray into co-ed collections for the house, and while we may
not have a clear picture of exactly what 2020s fashion will be just yet, unapologetic
personality is clearly key.

3.2 Models

3.2.1 Kendal Jenner

12
3.2.2 Bella Hadid

3.2.3 Gigi Hadid

13
3.2.4 Kaia Gerber

'

3.2.5 Irina Shayk

14
3.2.6 Imaan Hammam

3.2.7 Adut Akech

15
3.3 Make Up & Hairdo

As for the hair,lead hairstylist GuidoPalau focused more on grooming than

glamour. “It’s a nod to the boyish feeling that Donatella was looking for,” he told Vogue. In
order to achieve said feeling, Palau focused on one point of continuity: Side parts.
Regardless of how long or short each model's hair was, each got a deep, slick side part.
Shorter 'dos were styled close to the head, while longer manes were swept into low
ponytails.

For these simplistic ponies, Palau started by blowing out each model's hair, using
Redken's No Blow Dry Cream. He then gathered the hair at the nape of the neck, ensuring
that the hair around the crown stayed slick and smooth. For a little extra flair, Palau applied
a trompe l'oeil extension along the hairline, which he then cut into spiky layers with the help
of a razor. To finish, he sprayed the hair down with Redken's Triple Take 32 Extreme High-
Hold Hairspray for extra shine.

16
 The makeup, on the other hand, straddled the line between feminine and
masculine. Makeup artist Pat McGrath opted to focus on clean, glowing, natural-looking
skin. She used her new Skin Fetish: Sublime Perfection Concealer on each model. For
those who needed a little extra glow (hey, it's been a long Fashion Month), she tapped her
Skin Fetish: Sublime Perfection Blurring Under Eye Powder under each eye. Fake,
fluttery lashes and nude lips completed the look.

In a world that's increasingly less binary, it's refreshing to see a designer like
Versace leaning heavily into androgyny — from clothes to beauty.

17
3.4 Venue

Versace Fall Winter 2020 – 2021 menswear and womenswear was held on Friday,
February 21st, during the ongoing Milan Fashion Week. Milan Fashion Week was only held
twice a year during the months of February and September. Milan Fashion Week is a bi-
annual fashion showcase taking place in Milan in Italy. It was held on Piazza Lina Bo Bardi.

Established in 1958, Milan Fashion Week was hosted by the Camera Sindacale
della Moda Italiana, which later changed its name to Camera Nazionale della Moda Italiana.
At the time, the event consisted of catwalk shows and exhibitions presenting the Italian
fashion industry and its talents. Nowadays, Milan Fashion Week is still organized by the
Camera Nazionale della Moda Italiana, which aims to promote Italian fashion designers in
both Italy and internationally. Milan Fashion Week puts fashion in the spotlight and
celebrates it in the heart of Milan with fashion lovers, buyers and media.

18
 CONCLUSION

From making this fashion promotion project to research about fashion show, I can
conclude and learn more about how fashion designer collection brand organize their fashion
show, from the how they match their collection with the theme, concept, venues, their
models, make up and hairstyle and also the ambience and how the show is going. I learn to
analyze every thing, every details in how they organize their fashion shows.

As a fashion design students, I realize that every single details on the fashion show
must be match, connected to the collection, the theme and the concept, all must be prepared
throughly to bring up a neat and great fashion show.

19
 BIBLIOGRAPHY

https://graziamagazine.com/articles/versace-fall-2020/

https://www.thezoereport.com/p/versaces-fallwinter-2020-show-might-spark-your-bangs-
obsession-again-21822821

https://www.sutori.com/story/timeline-of-versace--bcqsKUoPahbdubLALtm3Z2gp

https://www.theguardian.com/fashion/2020/feb/21/versace-steers-its-trademark-glamour-
beyond-gender

https://www.vogue.com/fashion-shows/fall-2020-ready-to-wear/versace

https://www.designscene.net/2020/02/versace-fw20.html

https://runwaynew.com/2020/02/versace-fall-winter-2020-2021-milan/

https://www.lofficielusa.com/fashion-week/versace-fall-2020-runway-show

https://www.businessoffashion.com/reviews/fashion-week/planet-versace

https://hypebae.com/2020/2/versace-fall-winter-runway-show-milan-fashion-week-collection-
donatella

https://graziamagazine.com/articles/versace-fall-2020/

https://soundcloud.com/fendimiu/versacefw20

https://fashionista.com/2020/02/versace-fall-2020-collection

20