Versace Jeans Autumn/Winter 2013 Campaign Gianni Versace became world famous as an innovative fashion designer. Gianni Versace was essentially the architect of modern fashion's place in popular culture. He redefined what a fashion house was by combining fashion with rock&roll, art, celebrity, theatre and ballet. The Versace Group has its own branded luxury stores worldwide. These are created to provide the perfect environment in which to showcase the Versace collections. There are currently approximately 100 Versace boutiques in the most exclusive cities of the world, including Rome, Paris, London, New York, Dubai and Hong Kong. Over the past few years the Versace boutiques have been renovated to bring them in line with the modern aesthetic of the brand - there is a chic black and white design code, with a signature use of marble and leather.