Versace is instantly recognisable around the world for its synthesis of Italian culture and luxury in fashion. Versace represents a lifestyle that encompasses ready-to-wear, bags and accessories, jewellery, eyewear, fragrances, watches, Atelier Versace haute couture and home furnishings. The brand's deep reverence for classical arts and myth, represented by symbols such as Medusa's head and the Greek motif, is coupled with contemporary self-confidence through the distinctive use of prints and power designs.
Versace has always been synonymous with wealth and sophistication for decades. This exaggerated luxury has been projected mainly through the use of animal fur in their collections. Donatella Versace, creative director of the luxury brand announced that they will stop using fur completely in their collections.
In an interview for The Economist Magazine 1843, the designer stated that they will no longer use real animal fur in any of their designs, where Donatella stated she wasn’t comfortable with the continued use of animal pelts for her creations. This decision marks a pivotal point in the efforts to end the use of fur by associations such as PETA.
Versace has realised that it is inconceivable to cage, beat, electrocute and skin animals just to get their fur. With this decision, the luxury fashion house joins a long list of renowned designers who have decided to eliminate the use of animal fur in their collections, replacing it with other luxurious and cruelty-free faux materials. These include Stella McCartney, Michael Kors, Gucci, Givenchy, BCBG and Furla.
Dedication to Renewable Energy
According to the company's announcement, this decision was made as part of Versace's broader plan to become more sustainable, environmentally conscious and environmentally friendly. As an example, this plan is reflected in a new London boutique that is LEED Certified for sustainable buildings.
Versace has announced that by 2025 it will only use renewable energies in all its fashion and decoration collections. Sustainability is an essential part of the brand's journey into the future, and Versace constantly monitors all aspects of its business model to provide customers with a service that is innovative, disruptive and responsible. This includes paying careful attention to the conditions in which its products are made and where its materials are sourced, to ensure the highest standards.
It has also been involved for some years in the Sustainability Working Group of the Carrera Nazionale della Moda Italiana (CNMI) to approve standards on chemical safety, as they state on their own website.