Italian fashion house Versace has announced a new strategic repositioning of its Versus brand, which includes the parting of ways with designer Christopher Kane, as the brand aims to anticipate “new industry trends” and capture new“marketing opportunities”.
The announcement that Kane is leaving has sparked the rumours that the British designer is to be named the new head designer at Balenciaga, but the designer has issued denials saying that he wishes to “focus on the future of the Christopher Kane label”.
In light of Kane’s exit, the Versus brand is set to be “repositioned” under the creative leadership of Donatella Versace who will work in collaboration with a number of “young designers, stylists and creatives from different walks of life”.
The new strategic is being driven by the new key word that describes the Versus tribe – “digital”, which is being highlighted in a new season-less line, instead of four set collections a year the brand will feature capsule collections, co-branded projects and limited-edition pieces.
In addition, the new collections will be introduced via presentation-events, leading the brand away from the constraints of the traditional catwalk format during fashion week, and the first event has been planned for March/April 2013 in New York.
Commenting on the new repositioning, Donatella Versace, said: “This is a very exciting development for Versus, and I’m thrilled to be engaged in such a major shake-up of the fashion world’s rules.
“I want to thank Christopher for his contribution to Versus over six seasons, during which I have been able to appreciate his extraordinary talent.
“Working with young talented people, and see them grow and develop as I have seen Christopher do over these years, is one of the most rewarding parts of my work. I wish him all the best for the development of his own line. He will always have my total support.”
Gian Giacomo Ferraris, Chief Executive Officer of Versace SpA, added: “We are ahead of plans with the Versace brand and this is the perfect time for a new project with Versus, which has traditionally been the lab for experimenting.
“Digital is changing our world, and we want to be the first to seize the opportunities.”
Image: Versus SS13