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Versace’s F/W Campaign Looks Forward While Looking Back

Posted by Reem
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Versace F/W 2016 by Bruce Weber.

 

 

Versace recently released campaign images for their Fall Winter 2016/2017 campaign. The images star models Gigi Hadid and Karly Kloss and were conceptualized by a unified Donatella Versace and Bruce Weber, 17 years since they last collaborated.

Weber tells the New York Times that he selected Chicago as the backdrop for the images as he was inspired by recent events in the news and particularly a New Yorker piece on controversial public figure Father Mike. He also opens the interview by likening the power pairing of himself and Donatella to Richard Burton and Elizabeth Taylor.

He might have something there. It is undeniable that Weber has captured iconic images for Versace that not just further immortalized the brand but made fashion history. Unlike campaigns past, not everyone felt Weber and Versace hit their references this time. Some took to social media to criticize the casting of 21-year-old Hadid as a mother questioning why Jordan Dunn, who actually is a mother, wasn’t cast for the campaign.

Donatella also revealed to the NYT that the campaign was an effort to move away a bit from Versace’s reputation as a red carpet only brand. The images were intended to relate to powerful women in an urban setting as the Creative Director shared with NYT’s Vanessa Friedman. “For me, this was kind of a turning point. Versace’s image is so much about the red carpet. But I wanted to make day clothes fierce. 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.”

This is not the first time that Weber has captured images of supermodels with children for Versace, the 1996/1997 F/W campaign featured shots of Shalom Harlow kissing a baby, Linda Evangelista posing with a little girl in a motherly way and Lonneke Engel depicted to be part of an interracial couple, all themes present within the most recent campaign. The ads will run in magazines all summer and while the intent can be understood, it’s safe to say there’s a disconnect between the turning point in Versace’s public image and their depiction of glamour to reflect power women of the modern age.  

 P.S. Click here to shop Shrimpton Couture's Versace collection >

 

 

(L) Niki Taylor for Versus Versace by Bruce Weber, 1990.  (R) Gianni Versace by Bruce Weber, 1990.

 

 

(L) Versace Jeans Couture Ad by Bruce Weber, 1991.  (R) Naomi Campbell, Christy Turlington & Claudia Mason for Versace Jeans Couture by Bruce Weber, 1992.

 

 

(L) Versace Menswear Campaign by Bruce Weber, 1993.  (R) Jamie Rishar and male model for Versus Versace by Bruce Weber, 1994.

 

 

Linda Evangelista for Versace Atelier by Bruce Weber, 1994.

 

 

Linda Evangelista for Versace Atelier by Bruce Weber, 1994.

 

 

(L) Versace Ad by Bruce Weber, 1995.  (R)  Lonneke Engel & Male Model for Versace by Bruce Weber, A/W 1996.

 

 

Shalom Harlow for Versace by Bruce Weber, 1996.

 

 

(L) Helena Christensen for Versace Jeans Couture by Bruce Weber, 1997.  (R) Sarah Thomas, Tanga Moreau & others fro Versace Versus by Bruce Weber, 1997.

 

 

(L) Kate Moss for Versace by Bruce Weber, S/S 1999.  (R) Milla Jovovich for Versace Versus by Bruce Weber, 1999.

 

 

Versace F/W 2016 by Bruce Weber.

 

 

Versace F/W 2016 by Bruce Weber.

 

 

Versace F/W 2016 by Bruce Weber.

 

 

Versace F/W 2016 by Bruce Weber.

 

 

Versace F/W 2016 by Bruce Weber.

 

 

Versace F/W 2016 by Bruce Weber.

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