Versace returns for SS25 with a campaign that transcends the superficial and celebrates the authenticity of the human being in its entirety. Under the direction of the photography duo Mert & Marcus, the Italian brand brings together two of the most sought-after models of the moment: the Danish Mona Tougaard and the French Loli Bahia. Both embody the spirit of a collection that invites us to reflect on the beauty in difference and the transformative power of self-confidence.
The campaign is built on the premise of capturing “moving and emotional portraits,” where each visual piece seeks to go beyond aesthetics, focusing on the deep and essential: the individual. In a series of close dialogues with Donatella Versace, Tougaard and Bahia explore the complexity of being, showing how our vulnerabilities, strengths and values unite and define us.
“I have always believed in the importance of celebrating the individual. We are unique, we are vulnerable, we are brave, we are kind, we are strong. Our differences are not our weaknesses, but the force that connects us and makes us fascinating to each other. This campaign captures that individuality, not as a simple appearance, but as an attitude, as a declaration of freedom,” declares Donatella Versace.
The campaign bets on looks that radiate spontaneity, where the concept of ‘not matching’ becomes a statement of style. Pieces such as dresses and skirts made from Versace’s iconic metallic mesh are paired with prints that fuse tradition with modernity. Jackets, alongside printed silk shirts, offer a visual narrative of contrasts, while accessories, such as new colourways of the iconic Versace Tag and Kleio bags, are presented in caramel-coloured leathers and patchwork with metallic charms.
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