Donatella Versace is back, and this time with a brand of her own. The announcement came on 21 September 2026, in the middle of Milan Fashion Week.
What’s confirmed
- She will be creative director of a new fashion and beauty brand, created in a joint venture with Revolve Group, the Los Angeles retailer.
- It’s independent from the house of Versace. Donatella stepped down as Versace’s creative director in March 2025, after almost thirty years.
- The first products will arrive in 2027, and the plan is to start with beauty.
- Initial markets: the United States, Latin America, Asia-Pacific and the Middle East.
- The proposal combines her creative vision with Revolve’s technology and its direct relationship with customers.
What we don’t know yet
The brand name, the logo, the garments and the price range haven’t been revealed. They will be announced in the coming months, so any detail about what the collections will look like is, for now, pure speculation.
Why it matters
For decades, Donatella has defined a highly recognisable aesthetic: sensual, bold, unapologetic. A figure like that making the leap to a new brand, with a digital partner instead of a big luxury group, says a lot about how the industry is changing.
For those who sew
While we wait for the brand name, we can hold on to her legacy: defined silhouettes, fearless colour and prints with character. If you want to bring some of that energy into your wardrobe, choose a pattern with structure and try a fabric that isn’t the usual. Just starting out? Check out how to start sewing from scratch.
We’ll write about this again once we know the name and the first pieces.
Sources: WWD, Marie Claire, FashionNetwork and The Luxury Trends.
Cover photo: Donatella Versace at the 2010 Time 100 gala. Author: David Shankbone. CC BY 3.0 licence. Image cropped and converted to black and white.
