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Versace Jeans Couture
Versace Jeans Couture is Versace’s second line, but what makes it different?
Italian fashion house Versace is synonymous with Italian luxury and star-studded glamour, and has been since its founding in the 1970s. Over the years, the main label has spawned off-shoot lines, also called diffusion brands, including Versace Jeans Couture, Versus Versace, and Versace Collection.
So what ties all these lines together? And how did Versace come to be? Let’s take a look at the history behind the brand, and its iconic logo: the Medusa head.
How Versace Was Born – History, Logo, Milan
Gianni Versace grew up in Reggio Calabria, in Southern Italy, where he helped his mother in her sewing business. He quickly developed a love for fashion, and designed his first dress at the age of nine.
In 1972, Gianni designed his first collections for then-popular brands Callaghan, Genny, and Complice, and soon decided to launch his own fashion brand under the name Gianni Versace Donna.
He opened the first Versace boutique in Milan, in Via della Spiga, in 1978. It was an instant success. Gianni controlled every aspect of his brand, from designing to marketing to retailing, and quickly revolutionized the fashion industry with his flashy prints and bright colors.
It was only in 1993 that the Medusa head became the Versace logo. Gianni stated that he was inspired by the Medusa head he had seen as a child, on the floor of ancient ruins in Reggio Calabria, where he used to play with his siblings.
Medusa is a Greek mythological figure, beautiful and frightening, who makes people fall hopelessly in love with her. Gianni hoped his clothes would have the same effect on his customers, seducing and mesmerizing them. Since then, the Versace logo has changed very little—the Medusa head is unique, and easily recognizable.