Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Identity and Archive Inheritance of Fashion Brand -Focusing on Donatella Versace Milano Collection from 2018 to 2021-

도나텔라 베르사체 컬렉션 분석을 통한 패션 브랜드 <베르사체>의 디자인 아이덴티티와 아카이브 계승연구 -2018년~2021년 밀라노 컬렉션을 중심으로-

  • Shin, Sungmi (Fashion Major, Interdisciplinary Program in Senior Human Ecology, Changwon National University) ;
  • Park, Hyewon (Dept. of Clothing & Textiles, Interdisciplinary Program in Senior Human Ecology, Changwon National University)
  • 신성미 (창원대학교 시니어휴먼에콜로지 협동과정 패션전공) ;
  • 박혜원 (창원대학교 의류학과, 시니어휴먼에콜로지 협동과정)
  • Received : 2021.07.26
  • Accepted : 2021.09.15
  • Published : 2021.09.30
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Abstract

Gianni Versace is one of the most influential Italian designers between the 1980s and 1990s and a representative person to add sexiness and splendour to Italian fashion. This study aimed to analyze the design identity that resulted in the successful handover to Donatella Versace and to review how effectively differentiated and unique heritage elements of Versace were transferred and operated. Literature reviews were performed to find Gianni Versace's design identity and archive. The scope of this study was Donatella's collection from 2018 to 2020. In particular, Signature, the most remarkable design identity of luxury brands with a visual identity that includes the mark, logo and symbol and design elements such as the item, colour, materials, details, etc., were the special focus. In this study, the elements of the visual identity of the signature were classified with the logo, icon, silhouette, materials, patterns, colours, and changes in details that were applied with the uniqueness and philosophy of the differentiated brand. Donatella Versace empathized with Versace's heritage as the brand heritage recalling Versace's honour in the 1990s and reproduced his honour again by reinterpretation of Versace's design images. Donatella is considered an excellent creative director who leads the brand by keeping the heritage and applying the trends of the times. This study as a case study of Versace has the meaning that Versace has maintained the brand identity starting from Gianni Versace as the first generation and successful takeover after the change of directors upon recreation to meet the modern times.

Keywords

References

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