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Donatella Versace: ‘I want day clothes to be fierce’

Donatella Versace: ‘I want day clothes to be fierce’

Versace’s fall advertising campaign is all about making day wear “fierce”.

Donatella Versace, the chief designer of the Italian luxury fashion brand, has unveiled new imagery which was shot in collaboration with fashion photographer Bruce Weber. The photographs were taken in Chicago and include models Karlie Kloss and Gigi Hadid in scenes of everyday life, each alongside a man and two children - presumably, their partners and children.

Of the campaign, Versace, 61, says that the project was about conveying that the label’s clothes extend further than the red carpet.

“I wanted to make day clothes fierce,” she told The New York Times, adding that her ideal customer is a strong woman. “You know: She’s a superstar, and she runs her business, and she runs her family too. Fashion is a part of life, and I thought it was important to show it could be a part of many different lives. That it could help you in your life. It’s not about creating beautiful illusions anymore.”

Versace, who is known for her sexy gown and tailored pantsuits, wasn’t familiar with Chicago, but was inspired by how the city is so “multilayered”. And at one point thought about shooting in a supermarket “because really powerful women” need to do their grocery shopping too.

For Weber, the shoot was all about the idea of taking the men and women Versace designs for and putting them in the world where they work, spend time as a family and generally live. He added that many of the people in the campaigns are regular people he came across, including a group of hip-hop dancers, an opera singer and some dancers who were all more than happy to be kitted out in the designer garb.

And of working together, Weber, 70, shared that he and Versace have a long-standing and mutual appreciation of one another.

“We are like Richard Burton and Elizabeth Taylor: get together, split up, get back together again,” he laughed.

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