Donatella Versace, the visionary who steered the Versace brand through triumph and tragedy, has stepped down as Chief Creative Officer following Prada Group’s landmark acquisition of the house from Capri Holding. As announced via Versace’s Instagram Story on Thursday, March 13, Donatella will assume a new role as Chief Brand Ambassador, while Dario Vitale has been appointed as Chief Creative Officer, effective April 1, 2025.
“Championing the next generation of designers has always been important to me,” Donatella said in the statement. “I am thrilled that Dario Vitale will be joining us and excited to see Versace through new eyes.” She added: “I want to thank my incredible design team and all the employees at Versace that I had the privilege of working with for over three decades.”
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The brand’s recent Fall 2025 presentation in Milan, marks a seismic shift in the luxury fashion landscape, signaling both an end and a beginning for the iconic Italian label. “With this collection, I am not following any rules. Only the rules of the Versace DNA,” she said, encapsulating the brand’s bold, rebellious spirit with a highly personal touch. And when she took her final bow she did it in a vintage Versace jacket designed by her late brother, Gianni Versace, a reminder that for her, this brand isn’t just business, it’s family.
“It’s been the greatest honor of my life to carry on my brother Gianni’s legacy,” Donatella also said in Thursday’s statement. “He was the true genius, but I hope I have some of his spirit and tenacity.”
Donatella’s tenure at Versace is also a testament to resilience and reinvention. Thrust into the spotlight following Gianni’s tragic murder in 1997, she transformed the brand into a global powerhouse. She embraced celebrity culture, dressing icons like Jennifer Lopez, Dua Lipa and Angelina Jolie, and championed inclusivity, making Versace a symbol of empowerment. Her ability to navigate the digital age and forge groundbreaking collaborations propelled the brand into the 21st century. As for her new role as Chief Brand Ambassador, she said: “I will remain Versace’s most passionate supporter. Versace is in my DNA and always in my heart.”
The acquisition by Prada Group is a strategic move to create a powerful Italian counterweight to French conglomerates like LVMH and Kering. For years, Italian luxury brands have struggled to match the financial clout of their French counterparts. Therefore, the Prada-Versace merger could fundamentally alter this balance, forming a robust, independent Italian luxury powerhouse.
The Prada-Versace merger also creates a powerful, independent Italian entity, capable of preserving its rich cultural heritage while driving innovation and expansion. This move is not just about business; it’s about national pride and the preservation of Italy’s artistic legacy.
However, the integration of two brands with such distinct aesthetics and operational cultures presents significant challenges. Maintaining the unique identities of both Prada and Versace while leveraging their combined strengths will require careful planning and execution under Vitale’s leadership.
“I am truly honored to join Versace as the Chief Creative Officer and to be a part of this special and powerful luxury house created by Gianni and Donatella,” Vitale stated on Thursday. “The house of Versace has a unique heritage that has spanned decades and has shaped the history of fashion.” He continued: “I want to express my sincere thank you to Donatella for her trust in me and for her tireless dedication to the growth of Versace and its global impact through my vision, expertise and dedication.”
With Donatella stepping down, the fashion world is reckoning with the future creative direction of Versace under Prada’s stewardship. Her dedication to the brand’s legacy is undeniable, and her experience and vision will be invaluable in navigating this new chapter, even if from a less hands-on position.
