In what sense has Donatella Versace launched a new brand? It probably won't even make it to Europe anyway
As Milan Fashion Week looms over the industry and its already exhausted workforce, Donatella Versace has announced her first venture outside the family business she has overseen for years. The designer and fashion icon has launched a new independent joint venture with California-based group Revolve, focused on fashion and beauty — a project conceived to speak directly to a new generation of consumers.
The initiative comes after a period of major change for Versace. In March 2025, under the ownership of Capri Holdings, Donatella stepped down from her role as creative director, a position she had held for nearly thirty years, transitioning to brand ambassador. A few months later, the brand passed into the control of Prada Group, and the creative directorship saw a rapid succession: after just one season with Dario Vitale, Pieter Mulier arrived. Free from the demands of leading the creative direction of a brand like Versace, the designer has chosen to build something of her own.
The new project, which doesn't even have a name yet, aims to reimagine the way young people discover style, experience culture and share their shopping moments. Revolve, a platform founded in 2003 that has grown to surpass $1.2 billion in revenue in 2025, brings technology, infrastructure and a global network to the table. The group has already proven its ability to collaborate with stars and influencers, having launched a beauty joint venture with Cardi B and another project with Sofia Richie Grainge.
"Culture is born from connection," Donatella Versace told Vogue. "Together, we want to create that connection with a new voice, a new look and a new energy." Revolve co-founders Michael Mente and Mike Karanikolas highlighted the opportunity to give one of contemporary fashion's most iconic voices a completely free platform — one capable of building something from the ground up with a long-term horizon. The first products are expected in 2027, will focus on beauty, and will be distributed across the United States, Latin America, Asia-Pacific and the Middle East. In addition to clothing and beauty, the project also encompasses entertainment content that goes beyond the runway.
At 71, Donatella Versace continues to exert a wide-ranging appeal. With over 12 million Instagram followers and a constant presence in pop culture — from a cameo in The Devil Wears Prada 2 to archive looks worn this year by Zendaya, Miley Cyrus and Jennifer Lopez — the designer remains a bridge between generations. The joint venture with Revolve now gives her the freedom to speak to a younger audience in a personal, inclusive and unfiltered voice, beyond the boundaries of the brand that bears her name.