Donatella Versace said these words in a March 2025 interview, just before announcing her departure as creative director. Does it sound like typical diplomacy? Maybe. But when someone has led a fashion house for 28 years, such words carry weight.
An icon that never slows down
“Nie odchodzę od mody, ewoluuję.”
For comparison – Karl Lagerfeld led Chanel for 36 years, but he started in a completely different era. Donatella took over Versace in 1997, after her brother’s tragic death, and had to prove to everyone that she was up to the task. Not only did she succeed – she became an icon.
Her departure in March 2025 sent shockwaves through the media. ” Versace without Donatella? The end of an era,” screamed Financial Times headlines. Vogue Italia went even further: “The golden age of design is coming to an end.” And Harper’s Bazaar asked bluntly: “Can Versace survive without its princess?”
Maybe they’re exaggerating, but there’s some truth to it. She wasn’t just a designer – she was the face of the brand. Her platinum hair, tanned skin, all those crystal-studded dresses. All of it together was more than just fashion.
What is Donatella Versace doing today? – a few key points:
- What exactly did her departure look like, and is this really the end
- What are you planning to do in your new projects besides Versace?
- What impact will her decision have on the future of the brand
- Which scenarios are the most likely to unfold
Some might say it’s just another change in the fashion world. But is it really? When an icon disappears from a landscape we’ve known for decades, it always leaves a void. The question is—can anyone truly fill it?
Behind the scenes of leaving Versace
This press conference at the Bulgari hotel in Milan was supposed to be a routine meeting with the fashion press. No one expected Donatella Versace to appear in a simple black dress, without her signature gold accessories. When she began to speak about a “new chapter,” all the journalists suddenly stopped taking notes and fixed their eyes on the stage.
The timeline of events stretched over just under three weeks in March 2025. On March 13, Capri Holdings issued a terse statement: “The Board respectfully acknowledges Donatella Versace’s decision to step down as creative director effective March 31, 2025.” It sounded like a standard corporate note, but in the fashion industry, such announcements cause an earthquake.
By March 15, Italian media were already reporting unofficial news about meetings with potential successors. On March 22, Michael Kors himself, chairman of the supervisory board, convened an extraordinary board meeting. And on April 1—though some thought it was an April Fool’s joke—the name of the new creative director was officially announced.
The reasons for leaving fall into three main categories, although the truth probably lies somewhere in between them all.
- Personal reasons are mainly exhaustion after decades of running the family brand. Analyst Luca Solca from Bernstein Research commented: “Versace is not just a job, it’s a life mission. Donatella has carried the weight of Gianni’s legacy for over 25 years.”
- Strategic issues are linked to pressure from owners to increase profitability. Capri Holdings expected annual sales growth of 15%, which required a radical shift in the design approach. As Marion Renk from Deutsche Bank noted: “Versace has to compete with fast fashion, but it cannot lose its exclusivity.”
- The market situation didn’t make the decision any easier. Luxury goods are selling worse in China, and younger consumers prefer more “sustainable” brands. Versace, with its extravagance and opulence, wasn’t resonating with the new generation of buyers.
The market reacted nervously. In the week of the announcement, Capri Holdings shares dropped by 8.7%, resulting in a loss of approximately $340 million in market capitalization. Investors dislike uncertainty, especially when it concerns such a key figure as the creative director of a fashion house.
The media were divided. The Italian press wrote about the “end of an era,” while the American press spoke of “new opportunities for growth.” Influencers on Instagram posted photos in Versace creations with the hashtag #ThankYouDonatella.
New projects and the role of ambassador
At the latest show in Milan, Donatella Versace sat in the front row, watching models in creations by her successor. It was a strange sight—the woman who had spent decades behind the scenes was now observing her brand from the sidelines.
Her current role at Versace is officially “Global Brand Ambassador”—the agreement includes strategic consulting, participation in advertising campaigns, and oversight of archival collections. The contract also requires her presence at the brand’s most important events, although creative decisions are no longer in her hands.
“Donatella remains a living symbol of Versace’s DNA. Her presence in the brand is a guarantee of aesthetic continuity,” comments Marco Bizzarri, an expert in the luxury fashion industry.
New projects show that she hasn’t slowed down at all. The capsule collection with Balenciaga for 2025 is a real hit—think asymmetrical blazers with a medusa motif reimagined by Demna Gvasalia. The price for a single piece? 3,400 euros.
Charity work is something she’s truly passionate about. Last year, she donated 2 million dollars to AIDS research through the amfAR foundation. She also organizes an annual LGBTQ+ gala in New York—raising 850,000 dollars in 2024.
The public discussion about her appearance is a whole separate story that’s been going on for years.
Culture experts defend her right to make decisions about her own body. Plastic surgeons, on the other hand, use her photos as examples of “excess” in aesthetic procedures. Donatella herself remains silent on the matter, though she sometimes rolls her eyes during interviews.
The most interesting new ventures include:
- Netflix documentary series about the history of Versace
- Premium cosmetics line in collaboration with Fenty
- Mentoring young designers from Parsons School
- Collaboration with Lady Gaga on the stage design for her concert tour
The future shows that she has no intention of leaving the industry. She’s simply playing by a different set of rules now.
What’s next for Donatella and the Versace house?
Actually, it’s interesting how people keep asking about Donatella’s future. As if they didn’t know that this woman has already proven her worth so many times. But maybe it’s really worth considering what’s next.
The key takeaways from recent months are probably these:
• Donatella remains a strong force within Capri Holdings—there’s no talk of her stepping aside • The brand’s digital transformation is in full swing, especially after successes with NFTs and virtual shows • Sustainability has become a top priority, but never at the expense of luxury • Collaborations with younger designers are bringing a fresh perspective to the brand’s DNA
As for scenarios for the coming years, I see three possible paths:
- Continuation of the current course – Donatella remains the main creative face, gradually bringing in more collaborators and digital innovations
- Expansion into new areas – could move towards lifestyle, interiors, or even wearable technology, leveraging the brand’s strength
- Succession planning – although it may seem premature, she can start building a team that will carry on her vision
The strategic challenges facing Dario Vitale and Capri Holdings are significant. Digital fashion demands constant investment in technology, while younger consumers expect genuine commitment to environmental issues. Plus, competition in the luxury segment is fierce.
Versace is more than just a brand—it’s a mindset when it comes to fashion. Donatella knows how to leverage this and will likely surprise us with her ideas yet again. Time will tell if she has what it takes for further reinvention.