For over two decades, Donatella Versace has not merely steered the iconic Italian fashion house founded by her brother Gianni; she has transformed it into a global cultural monolith defined by unapologetic glamour, fierce sex appeal, and empowered femininity. Her career has been a dynamic interplay between honoring the brand’s powerful heritage—steeped in mythic iconography and vibrant color—and boldly propelling it into the future by embracing technology, diversity, and pop culture. Donatella’s most defining fashion moments are not simply beautiful dresses; they are cultural lightning rods that encapsulate the spirit of their time, from the genesis of viral internet moments to the powerful statement of closing a runway show with a reunion of 90s supermodels. Her legacy is one of brazen confidence, confirming her status as one of the most compelling and enduring creative forces in modern fashion.
The Birth of Viral Fashion: The Jungle Dress (2000)
One of the most consequential moments in Donatella’s tenure—and arguably in modern fashion history—is the creation of the infamous “Jungle Dress,” worn by Jennifer Lopez to the 42nd Grammy Awards in February 2000.
The sheer, plunging silk chiffon gown, covered in a vibrant tropical print, caused an immediate global sensation. It was the subject of so many internet searches within 24 hours that it overwhelmed Google’s servers, directly inspiring the tech company’s engineers to develop and launch Google Images. This moment cemented the Versace house as the origin point of viral fashion, demonstrating the unprecedented power of a single red carpet look to transcend the industry and impact global technology and culture. Donatella would later pay homage to this pivotal creation in the Spring/Summer 2020 collection, featuring an updated version worn by Lopez herself, underscoring the enduring, self-aware mythology of the brand.
The Supermodel Reunion: Spring/Summer 2018
The Spring/Summer 2018 collection served as Donatella’s emotional and powerful tribute to her late brother Gianni, culminating in a runway moment that defined the season and captured the collective memory of the fashion world.
To close the show, Donatella reunited five of the original 90s Supermodels who were central to Gianni’s vision: Carla Bruni, Claudia Schiffer, Naomi Campbell, Cindy Crawford, and Helena Christensen. They walked the runway together in matching gold lamé gowns, appearing alongside Donatella herself. This spectacle was more than nostalgia; it was a potent demonstration of the brand’s unbroken heritage and the power of feminine solidarity. The moment instantly went viral, symbolizing both Donatella’s success in protecting her brother’s legacy and her strength in leading the house forward, celebrating the foundational aesthetic of powerful, glamorous womanhood that has always been the Versace signature.
Embracing Pop Culture and Global Reach
Donatella has skillfully interwoven the brand with contemporary pop culture and music, utilizing the star power of artists and celebrities to amplify the Versace message to a new, global audience.
This strategy is clearly reflected in the choice of brand ambassadors and front-row fixtures. For instance, her deep relationship with artists like Lady Gaga resulted in some of the most memorable red carpet looks of the last decade, including the famous purple velvet gown at the 2014 Oscars. More recently, Donatella has championed stars who embody her fearless spirit, showcasing the brand’s versatility. By aligning the house with figures who represent modern rebellion and unapologetic identity, Donatella has successfully kept Versace at the center of the cultural conversation, proving that luxury fashion can thrive by embracing the chaotic energy of contemporary celebrity and the digital world.
The Shift to Digital and Inclusivity
In recent years, Donatella has strategically focused on diversifying the brand’s image, pioneering a push for inclusivity in casting and embracing the digital landscape with openness and enthusiasm.
Under her direction, Versace runways and campaigns have become notably more inclusive, featuring a wider range of body types and ethnicities, a move that earned her the prestigious CFDA Positive Change Award in 2025. She has also successfully utilized social media platforms, often appearing herself with her signature blonde hair and dry wit, giving the brand a personal, accessible touch. This combination of digital fluency and ethical consideration ensures that the Versace vision remains relevant to younger consumers who demand both glamorous fantasy and genuine values from the brands they support. Donatella’s leadership demonstrates a rare ability to preserve an ornate, baroque heritage while constantly evolving to meet modern standards of representation.
