Donatella Versace to Launch Unnamed Fashion and Beauty Brand with Revolve Group

Key points

• Donatella Versace will act as chief creative officer for the new venture, which remains unnamed.
• The brand will initially focus on beauty products before expanding into fashion.
• Revolve Group will provide technology, consumer intelligence, and global distribution.
• The launch is planned for the US, Latin America, Asia-Pacific, and the Middle East.
• This is Versace's first independent brand since leaving the Versace house in March 2025.

Background

Donatella Versace stepped down as chief brand ambassador of Versace in March 2025 after nearly 30 years leading the house. Prada Group acquired Versace in April 2025 for 1.25 billion euros. Revolve Group, founded in 2003, has previously partnered with celebrities like Cardi B and Bella Hadid for luxury ventures.

How outlets are covering it

WWD emphasizes the strategic partnership between Versace's creative vision and Revolve's technology, highlighting the 'digital-first' approach. Page Six notes the timing, occurring 18 months after Versace's departure, and questions how this aligns with previous non-compete restrictions from Capri Holdings. Both sources agree on the brand's focus on beauty and fashion, but Page Six highlights the uncertainty regarding the brand's name and creative direction.

Why it matters

This move signals a shift in how luxury brands engage with younger consumers, leveraging digital platforms and direct-to-consumer models. It also demonstrates Versace's ability to build new ventures outside the traditional luxury house structure, potentially expanding her influence beyond the Versace brand.

What to watch

The brand name and first products will be revealed in the coming months. Revolve Group expects to leverage its owned media and storytelling platforms to promote the brand. The venture will likely expand into other categories like wellness and consumer products.