Versus Versace line absorbed into Versace Jeans
today Oct 31, 2018
Versace has announced the discontinuation of its long-established second line Versus Versace, now absorbed by the Versace Jeans line in order to allow the Italian label to focus on one contemporary range alone. It is the end of a long chapter in Versace’s history: before Gianni Versace’s death, his sister Donatella, now the luxury group’s creative director, was in charge of style for Versus.
The discontinuation is also a sign of the times: the era marked by a proliferation of second and third lines seems to have come to an end, as fashion labels are increasingly streamlining their product range.
A similar approach has already been adopted by Giorgio Armani, who from the Spring/Summer 2018 redesigned his corporate portfolio around three main labels: Giorgio Armani, Emporio Armani and A/X Armani Exchange.
"In recent months, we examined several ways of streamlining our business model, to enable us to focus on our brand portfolio and ensure we remain innovative and relevant in everything we do,” said the CEO of Versace, Jonathan Akeroyd.
“This consolidation will allow us to further develop the Versace Jeans collections and at the same time to preserve the DNA and design codes which made Versus so unique,” added Akeroyd.
Since 2009, accessible luxury label Versace Jeans is produced by Swinger International, the apparel company which owns the Genny brand and is also a licensee of Cavalli Class.
Versace was acquired last September by US group Michael Kors (now Capri Holdings Limited) for €1.83 billion, and is active in the luxury segment with ready-to-wear, accessories, jewellery, watches, eyewear, fragrance and home decoration lines. Versace products are distributed via 200 monobrand stores and over 1,500 multibrand retailers worldwide.
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