Versace's Medusa: Gianni's Milan Rise, the Safety Pin Dress and Prada

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Gianni Versace grew up in Reggio Calabria, part of ancient Magna Graecia, learning in his mother's tailor shop, and chose the Medusa as his logo to stop people in their tracks. He moved to Milan on February 5, 1972, designing for labels such as Florentine Flowers. His brother Santo, an economics graduate, joined in 1976, and with Claudio Luti they showed the first Versace collection at La Permanente in March 1978. Fragrance, accessories and home lines followed, and Versace dressed Elton John, Michael Jackson and Princess Diana while promoting supermodels like Naomi Campbell. Elizabeth Hurley's safety pin dress at the 1994 premiere of Four Weddings and a Funeral became known simply as that dress.

Gianni was murdered in 1997. Donatella became creative director, Santo CEO, and Gianni left 50% of the company to Donatella's daughter Allegra. Profits fell in the early 2000s amid CEO departures, and the brand turned to licensing: Palazzo Versace on Australia's Gold Coast in 2000, Lamborghini cars and helicopter interiors. Blackstone bought 20% in 2014, Michael Kors (later Capri Holdings) paid $2.12 billion in 2018, and Prada completed a $1.375 billion purchase in December 2025.

• Jennifer Lopez's green jungle dress at the 2000 Grammys was the reason Google Image Search was created.
• Palazzo Versace was the world's first fashion-branded hotel, followed by Dubai in 2015.
• Versace put its name on 10 Lamborghini Murciélago cars with white satin interiors in 2006.
• Dario Vitale, named chief creative officer in March 2025, left after a single collection once Prada closed its purchase.
• Prada named Pieter Mulier creative chief, is ending Versace Jeans Couture in 2026 and plans to return Atelier Versace to Paris in 2027.