Donatella Versace embodies the strong, exuberant Italian style that she also creates. Following the death of her brother Gianni in 1997, she became chief designer and vice-president of the Versace Group, and is now one of the leading women in international fashion. Donatella discussed her journey and work with Lisa Armstrong exactly last week at the final talk of The Vogue Festival 2013.
On her look and fashion sense
Donatella was 10 years old when her brother Gianni began to be a big influence on her look and fashion sense. She liked to shock from the early age and when she was 15 she was wearing short yellow leather mini-skirt (chosen by Gianni who also got her similar models in PVC) in a very conservative southern Italy. When she was 24, she used a whole "bucket of bleach" to dye her hair platinum blond and never strayed away from this look. You will not find Donatella in onesie in front of the TV, her typical attire is what you see on the photos above and the only thing that she wouldn't wear now are mini-skirts. She never wears flats and the only exception is exercising, but she's fortunate enough to have gym at home. Her motto is simply to always wear make up and look glamorous.
On beauty
Her beauty tip is to religiously use cream, take care of body and hair by drinking plenty of water and eating properly.
On her youth
Despite the epic rows with brother which included screaming and throwing
and a strict mum, they had a happy childhood in Italy. While studying in Florence, she still made weekly visits at Gianni's studio to work together on various projects. Despite going to discos since the age of 12, she says she is a shy person and very little has changed since the beginning of her career when she was very scared and got sweaty before speaking to a bigger audience.
On her routine
At 7am she starts her day with cigarette and espresso. Donatella runs 4-5 times a week, but because she does it with cigarette in her mouth, her personal trainer no longer accompanies her. She can't cook and starts her work everyday at 9am.
On designing process
She is afraid to make bad decisions, because she is constantly reminded that she is "walking in her brother's shoes" and knows that may be judged. Even though she didn't go to a design college, after Gianni's death, she had to find the strength and take over the company to honour his work. She talked on the phone with Gianni mere 4 minutes before his death in 1997 and she felt obliged to do everything for him, to simply carry on. Her mother was a skilled seamstress and Donatella only observed her at work - she never learnt to sew! When thinking about the new collection, she is not thinking about herself, but women of the world. Her design team consists of around 5 people and she has involvement in the process from start to finish. Despite what the outcome will be, it has to be very luxurious. To go hand in hand with the fashion trends and be current, there must be change of fabric, shapes, etc., but brand recognition is still very important.
On being a businesswoman
After Gianni's death Donatella had to become a businesswoman and designer overnight. She had to do it all under a pressure after Gianni's death, despite the fact that it was hard to carry on without him. Nowadays, she wants to be an example of her own brand. She is not scared of criticism and values creativity above anything else. Collaboration with H&M made her feel secure, because of the fantastic reaction of the young people and praise she's received from them. She wants to be remembered as fearless, provocative and wants her legacy to be that you should fight for your ideas.
On famous friends
First musician she worked with was Prince. It was a difficult collaboration, because of his temper, but his rock'n'roll clothes gave Versace a great recognition. The collaboration with Madonna began after few talks at their Miami houses - this is a typical path of collaboration - becoming friends and then doing something controversial. One of the latests music stars to join forces with Donatella is Lady Gaga. Donatella says that she is proud to have her as a friend, because she is a true revolutionary, fearless and understands that today's world doesn't evolve around beauty, but rather being intriguing and innovative.
On her life motto
Wear something which makes you confident to achieve your goals in life.
Women are more powerful than men.
