The logos of the houses have a lot to tell – the one imagined by Gianni Versace is an epic.
Greek Mythology and Versace
It is in the texts of Greek mythology that Gianni Versace drew inspiration for the logo of his house: Medusa and its serpents. Of her beauty and her hair, some glad Medusa was boasting about it. By punishment or by jealousy, a goddess then transformed her asset of seduction into a multitude of serpents whose single gaze turns to stone anyone who crosses them.
But that did not stop the founder of the house Versace. Better, Gianni Versace made it his logo, even in his personal life. Because it was Medusa who kept the gates of his villa in Miami. She who marked the flowerpots, like a sign “Made in Versace.” But how could he be inspired by a character with such a negative connotation to seal his mark?
The Versace Woman
It is perhaps that she is in every way the representation of the Versace woman. A woman so beautiful, so imposing that everyone turns around in her path, petrified with jealousy. It is this woman who provokes by her beauty and her impertinence; the one we see, or better, the one we look at. She has the power in her hands, she condemns you in the blink of an eye.
The Medusa is Versace in its very essence. She has the power in her hands, she condemns you in the blink of an eye. The mixtures of materials, the colors, the muses. Even when she does not show herself, her spirit is there.
According to Gianni Versace, Medusa embodies fatal passion. Even today, under the direction of Donatella, the Medusa continues to sign the creations of Italian fashion. It adorns the eponymous perfume bottle, eyewear collections, jewelry and leather goods; stronger than ever.
So, quite naturally, its beauty and provocation are found in the powerful and decadent style of the house. Often gold in color so that it can be seen clearly from a distance; in gold to be shown to be desired!
As Anna Wintour once said “Versace has always been the mistress against Armani who was the wife. But it is often the mistress that we are jealous of.
Antiquity and Versace
Many eras have therefore been sources of inspiration for fashion designers. The Roman heyday continues to radiate the world through the Versace style. Proof that one empire can inspire another.
So, if styles come and go with times, there is one that has never left the universe of Versace: Antiquity. Gianni Versace has long been inspired by those centuries which have left a timeless mark in history; from architecture to the very practice of art.
But, Roman or Greek, these ancient inspirations are now an integral part of Versace’s DNA. The house logo cannot deny it: Versace is synonymous with antiquity. Sometimes the Medusa accompanies or gives way to the greca patterm that once adorned Athenian palaces. This infinity symbol is also a recurring motif in Versace ready-to-wear collections.
And what the house also borrowed from this civilization is a pronounced taste for nudity, powerful bodies and strong muscles. During advertising campaigns, she does not hesitate to draw inspiration from artistic works – the glamazons Versace surround themselves with ephebes and play the Venus… These inspirations remain! Gladiator skirts, matching belts and togas continue to parade on a catwalk celebrating the body and the senses. When it is not the incandescent white, it is the gilding with geometric shapes that bring their light to the creations, ranging from long flowing dresses to leather skirts through all the pieces of the male wardrobe. The infinity of the Italian spirit, Medusa style, has everything to continue to exist.
The Medusa by Versace in a few dates
2018: The Medusa is back on the catwalk for the SS19 Versace show on June 16.
2017: 20 years after the tragic death of Gianni Versace, all his historic supermodels and dresses are gathered for a legendary parade in Milan, under the sign of the Gorgon .
2010s : Globalization revives the emblematic symbol of the Medusa. The Gorgon is always present in a certain way during the parades and many stars around the world, like Lady Gaga in 2014, are wowed by her look.
2000s: The new millennium brings new trends. Under the direction of Donatella Versace the Medusa is less present on the dresses but even more present on the accessories .
1993 – 1997: Times change but the Medusa is still here. Each new collection – from the one in fetish – leather to one with new materials – or even classics like the Oroton dress often show the Gorgon. The symbol will also be present in the last show of Versace, just before his tragic death. 1995: Madonna became the new face of Gianni Versace: Even the pop star was seduced by the Gorgon.
1991 – 1992: Versace designs the famous scarf printed with four faces of Medusa. Even the legendary Pop Art Ready-to-Wear Collection is influenced by the Gorgon.
1991-1992: The Gorgon also reigns in men’s fashion : male models are like Greek gods and Medusa is their mistress.
1991: The legendary Baroque Collection is born: Medusa it is still the central symbol, and also the top models are dressed as Greek goddesses.
1990s: The “ Supermodel Phenomenon” was born when Versace paraded all the supermodels on the catwalk for his 1991/1992 collection for the Fall/Winter season. They all wear the Medusa or have a hairstyle inspired by the Gorgon.
1990s: The Medusa becomes a universal symbol of Versace. From Haute Couture to ready-to-wear, the logo extends to accessories , including watches, belts, bags, tableware, glasses, jewels, necklaces, shoes.
1984: Versace designs the costumes for the Dionysos ballet performed at the Alla Scala theater in Milan. References to Greek culture are everywhere. 1981: To those who criticize the choice of Medusa Gianni replied with: “The Gorgon is exactly what his idea of ​​a woman is: aggressive and fatal, capable of seducing you with just one look”.
1980s: In front of his residence in Milan, Gianni Versace notices a bas-relief representing the Gorgon. He will choose her as a symbol of his home and his lifestyle.
1961: Gianni Versace was working in his mother’s workshop in Reggio Calabria. The city was a Greek colony and later a Roman city, and the Medusa is a recurring symbol. Probably, he discovers it while playing with his brothers and sisters on an ancient Roman mosaic.