Dario Vitale to Succeed Donatella Versace as Chief Creative Officer of Versace. Donatella Versace will become chief brand ambassador after nearly three decades at the creative helm of the label founded by her late brother Gianni.
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Miu Miu’s former design and image director Dario Vitale has been appointed chief creative officer of Versace, succeeding the iconic Italian designer Donatella Versace, BoF can exclusively confirm.
Vitale, who left his post at Prada-owned Miu Miu in January, will step into his new position at the beginning of April. After three decades at the creative helm, Donatella Versace, 69, will continue to be an advocate for the brand started by late brother Gianni in 1978, taking on the role of “chief brand ambassador.”
“It has been the greatest honour of my life to carry on my brother Gianni’s legacy,” Donatella Versace said in a statement, adding that she was “excited to see Versace through new eyes.” In her new role, she will focus on supporting the brand’s philanthropic and charitable endeavours including the Versace Foundation.
The change comes as Miu Miu-owner Prada Group is reportedly inching closer to buying Versace from Capri Holdings in a $1.5 billion deal, which could see Vitale returning to the Prada fold. The American group — still reeling after an $8.5 billion deal to merge with Coach-owner Tapestry was blocked by the US Federal Trade Commission last year — has been re-evaluating its portfolio, which also includes Michael Kors and Jimmy Choo.
Versace’s brand has long been bigger than its business. Following its 2018 acquisition by Capri, the group aimed to grow the Italian label, known globally for its maximalist prints and Medusa logo, into a $2 billion brand. But sales have languished at a little over $1 billion and contracted last year.
By contrast, Miu Miu — where Vitale oversaw both brand image and collections — has been one of fashion’s hottest success stories, growing retail sales by an eye-popping 84 percent last quarter, far outpacing the wider luxury market.
“Vitale is a rare talent, who deeply respects the essence and values of Versace and clearly understands its growth potential,” Versace CEO Emmanuel Gintzburger said. “We are convinced that his experience and vision will bring a new perspective to the brand.”
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