Donatella Versace is getting ready for a new chapter, and this time, she’s building a brand of her own.The designer has announced an independent fashion and beauty venture with US-based digital retailer Revolve, around 18 months after stepping down as the creative head of Versace. Donatella will take on the role of chief creative officer, while Revolve will provide the technology, retail infrastructure and global reach.The new label doesn’t have a name yet. But the first products are expected to arrive in 2027, with beauty set to lead the launch.And this isn’t a new Versace line. The venture will be completely separate from the fashion house that Donatella spent nearly three decades shaping.
Donatella Versace’s new brand will launch with beauty
While fashion will be part of the business, beauty will reportedly come first when the new venture launches in 2027.The label’s name and the exact products haven’t been revealed yet. More details are expected to emerge over the coming months.The business is also being planned as something broader than a traditional fashion and beauty label. Entertainment and cultural content are expected to form part of the venture, reflecting Donatella’s long-standing links with music, film and pop culture.For now, though, the beauty launch is the first major piece of the puzzle.
Why is Donatella launching a new brand?
Donatella stepped down as Versace’s chief creative officer in March 2025 after almost 30 years at the helm.She took over the creative direction of the family business following the murder of her brother, Gianni Versace, in 1997. Over the years, she became one of the most recognisable faces in fashion, helping turn the Versace name into a fixture of celebrity culture.She remained connected to the house as its chief brand ambassador after stepping down from the creative role. The business was later acquired by Prada Group in December 2025.Her new project with Revolve gives her a chance to start again without working within the identity of the Versace label.Donatella said the partnership would allow her to connect with a younger generation in a different way.“I believe creativity should be fearless, inclusive and alive in the world. I have always been inspired by the next generation, in music, film, art and, of course, fashion. This partnership gives me the freedom to speak to that generation in a completely new and personal way, through beauty and fashion,” she said.
Why did Donatella choose Revolve?
Revolve is a very different kind of fashion business from the traditional luxury houses Donatella has spent most of her career working with.Founded in 2003 by Michael Mente and Mike Karanikolas, the company has built its business around digital retail, social media and a younger fashion-conscious audience.Vogue reported that Revolve generated $1.23 billion in revenue in 2025 and operates across platforms including Revolve and Fwrd.That digital-first approach is central to the new partnership. Donatella brings her fashion experience and decades of cultural influence, while Revolve brings the technology and online retail infrastructure to reach consumers directly.Revolve has also been expanding into beauty and celebrity collaborations, making the new venture a natural extension of its existing business.
Who is Donatella’s new brand for?
The focus is firmly on a new generation of consumers.Rather than building the label around traditional luxury fashion rules, the venture is expected to reflect the way younger shoppers discover brands today, often through social media, celebrities, music, entertainment and wider pop culture.That also explains why the project won’t be limited to clothes and cosmetics. Entertainment and cultural content are expected to play a role in the wider business.Donatella’s own career has already crossed those worlds. Her work at Versace has long been closely linked with musicians, actors and celebrities, and archival designs from her era continue to appear on today’s red carpets.
Is this Donatella Versace’s return to fashion?
It’s a return to creating, but not a return to Versace.Donatella is building an entirely new business rather than taking over another established fashion house. After spending decades working within the identity created by her brother Gianni, she now gets the opportunity to develop a new visual language from the ground up.And there is plenty of curiosity around what that might look like.Her Versace years were closely associated with bold glamour, celebrity dressing and designs that often blurred the line between fashion and pop culture. Whether those elements will appear in her new label remains to be seen.
When will the new brand launch?
The first products are expected to arrive in 2027, beginning with beauty.The brand name, exact product line, pricing and launch dates have not yet been announced.For now, the roles are clear: Donatella will lead the creative side as chief creative officer, while Revolve will handle the digital and retail side of the business.After nearly 30 years of shaping one of fashion’s most famous names, Donatella Versace is starting something completely new. And the first glimpse of it will come through beauty in 2027.
