Versace is consolidating its labels.
In a statement sent to Rivet, Versace CEO Jonathan Akeroyd said, “Over the past few months, we have been looking at ways as to how we can simplify our business model and enable us to give a better focus and energy into our brand portfolio to ensure that we continue to be innovative and relevant in everything that we do. We have decided that we will now integrate our two contemporary collections into one by merging Versus Versace and Versace Jeans.”
Adding to that, he said, “This merger will allow us to further develop the Versace Jeans collections and at the same time not to lose the DNA and codes that made Versus Versace so iconic.”
Versace Jeans is licensed to Swinger International, the Italian group that also produces jeanswear for the Cavalli Class label and ready-to-wear brand Genny. Versace creative director Donatella Versace will head up the brand. Both parties are expected to be part of Versace Jeans’ relaunch in November.
Versace Jeans is the more casual and accessible label with Versace DNA. The men’s and women’s collection focuses on jeans, knitwear and leather, and as of late, has tapped into the booming streetwear category with logo-printed denim separates and statement outerwear.
Versus is known as Versace’s second line. Versace founder Gianni Versace created the diffusion line in 1989 as a gift for his sister, Donatella. The label has lived through several creative iterations over the years as it has teamed with designers Christopher Kane, JW Anderson and Anthony Vaccarello.