Versace and the Rise of "Massimalismo"

Call it controversial, but I believe that Versace is not only by far one of the most iconic designer brands of all time, but also best displays the "stile di vita italiano" in comparison to any other Italian fashion designers.

Nel 1978 Gianni Versace apre la sua prima boutique a Milano chiamata "Gianni Versace Donna". Il marchio ha guadagnato popolarità durante gli anni '80, ma è entrato nel successo nel 1994 quando l'attrice Elizabeth Hurley ha indossato un iconico abito nero Versace sul tappeto rosso.

While Versace maintained its popularity throughout the 2000's, during the Minimalist Fashion Movement in the 2010's, Versace's eye catching iconic scarf prints, and vibrant colors quickly became fuori moda e antiquato. Despite many other Italian brands ditching their over-the-top signature styles to conform to the minimalism trend, Versace still stuck to their iconic designs and patterns, even if it meant losing sales.

Versace Spring 2018 Ready-Wear Fashion Show, at one of the peak years of the minimalist trend. Phonot credit: https://www.vogue.com/fashion-shows/spring-2018-ready-to-wear/versace/slideshow/collection#1

Fortunately for Versace, the minimalist trend began to fade in the 2020's, perché dopo la pandemia e la quarantena del 2020, le persone erano ansiose di lasciare le loro case e togliersi i loro noiosi pantaloni della tuta, e invece tornare a indossare abiti colorati, audaci e divertenti. This began the rise of the maximalism trend, or "moda del massimalismo", and maximalism is just what Versace does best.

The pandemic reminded the world how precious and valuable any moment we have together is, and Versace reminded the fashion community to make every outing worth it, and to make yourself seen every chance you get.