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Versace for H&M The Film

More than a quarter of a decade in less than 2 minutes. The brand, with its omnipresent Medusa-head logo, has created over the years empowered woman; and borrowing Victoria Rimmel’s words about mythology, Versace can be consider to had “defined the paradoxes of a controversial, new-generation feminism which celebrates empowerment in the act of attracting and manipulating a male gaze. “Despite the tragic loss of designer and founder of the Versace House, Gianni Versace, his misfortune had left no hold on Donatella that is often inspired in his brother’s memory, and her continuous believe in bringing him to life through her collections.

Now a days, Versace has been said to be “unlike many other designers, as it designs clothes to celebrate the female form rather than eliminate it.”, and after incorporating menswear, the Italian Fashion House has been undeniably promising.Today, hours after the official runway launch of the Versace for H&M collection, a peek of stardom shines through the the household name, as they unapologetically will be catapulted ever further in the industry map. The collaboration between this two power forces in the fashion industry, rather than being ideal, is iconic -word currently overused by many journalist as well as the house’s designer herself, to address the collection- as it represents a chronological run through of the label’s timeline; showing the Italian House’s heritage of baroque and prints.

The current collaboration’s film, involves a bold structural gold architecture, reminiscent of antique Italian houses, starring models Lindsey Wixson and Daphne Groeneveld seemly imprisoned. At a first instant it can be appreciated a metaphorical scene where models were produced, corresponding to the mass production giant of H&M. Suited in the latest mentioned Versace for H&M collection, Donatella plays to be the puppet master of this house of couture, where Spanish model River Viiperi is also a prisoner. The house contains a maze and endless corridors resembling Versace’s Greek symbolic scripts, also found throughout the entire house’s design. The commercial campaign ends with Donatella Versace announcing asamatteroffactly “my house, my rules, my pleasure.”

In the immortal words of Gianni Versace himself: “That is the key of this collection, being yourself. Don’t be into trends. Don’t make fashion own you, but you decide what you are, what you want to express by the way you dress and the way to live.”

By: Alex Margary
Fashion Editor Canada