Versace goes for the USA

Versace is shifting its attention to the growth of its US business, according to a report by WWD. The Milan-based luxury goods company will be directing sales, distribution, marketing and communication of its ready-to-wear and accessories from its headquarters on New York's Fifth Avenue. Previously, the company managed most of its business from Milan.

The company's chief executive, Giancarlo Di Risio, has branded the US as a key market for growth. Di Risio, who joined the company in 2004, has made the strategic shift to boost the US business, which was said to have been underperforming in recent years.

Furthermore, the US arm of the company is also taking over the sales and distribution of Versace Jeans Couture from its licensee, IT Holding unit Ittiere.

December 2005

DV in Breast Cancer campaign

Donatella Versace has lent her high profile status to support the Breast Health Institute in a new ad campaign. Shelley Schwartz, founder of the Breast Health Institute sad: "Grazie to Donatella Versace for her support and for her involvement. The fact that she lent her face to the campaign will make reaching our goals easier."

"I feel honored to support this cause because I feel it's important to remove that veil of ignorance and fear that still surrounds this illness," said Versace.
She added that she tapped her friend Mario Testino to shoot the black-and-white campaign in a London studio because she felt his images would give the cause more weight.

The campaign will appear in leading publications in Italy, the U.K. and Germany because the institute wants to raise awareness on the issue in those countries. The fact that it runs from December to July makes it the most extended campaign to date.

To celebrate the launch of the campaign, the Versace company will host charity events starting in its London store on Dec. 13, followed by Rome two days later. A percentage of the proceeds from sales will go to the Breast Health Institute, which held its fifth International Consensus Conference in Milan in April to develop guidelines to review what has been learned about breast health in the past 25 years.

December 2005

Halle Berry new Versace model

The New York Post is reporting that Halle Berry will be the new face of Versace. According to the paper, the actress participated in a photo shoot last weekend in Los Angeles with fashion photographer Mario Testino for the upcoming print campaign." The shoot was beautiful portraits, slightly messy hair and a wind machine — very glamorous," said a source.

Berry follows Madonna and Demi Moore as Donatella Versace's latest celebrity centerpiece.

November 2005