Versace’s SS19 Campaign is a Family Affair

For its latest campaign, Versace has once again partnered with Steven Meisel on an opulent series of images for its Spring/Summer ’19 collection. With a newspaper collage theme (which echoes a series of prints from the line) the campaign honors the Italian brand’s history and heritage with an emphasis on the family nature of the label. A video shows a model surrounded by different periodicals, creating a collage that spells out ‘Versace,’ highlighting the label’s omnipresence in the world — an imprint as “permanent as ink on skin.” Familiar faces like Bella Hadid are featured alongside rising models like João Knorr, a beloved mix of seasoned and new members of the designer family.

The campaign celebrates Versace’s ubiquitous nature and its permanent presence in contemporary pop culture. While trends continue to phase in and out from season to season, the iconic Donatella Versace continues to steer the luxury label in its own lane and further cement its legacy. And a simple yet exuberant campaign like this reminds us that it’s always a family matter.

The Versace SS19 collection is available in stores and online now. Check out the campaign below.