On September 21, 2026, Donatella Versace announced the launch of a new fashion and beauty business in partnership with the American company Revolve Group. In the joint venture, the designer holds the position of chief creative director. The name of the new brand was not disclosed at the time of the announcement: it is known only that the first launch will be tied to the beauty category, while details about the brand and its first products are planned to be revealed by the parties in the coming months. According to Vogue, the products are expected to hit the market in 2027.
A New Chapter After Nearly Three Decades at Versace
The project will be Donatella's first major independent creative business after she transitioned in 2025 from the role of Versace's creative director to the status of the brand's chief ambassador. In March 2025, it was announced that Dario Vitale would replace her as Versace's creative director. As a reminder, Versace took the helm of the house's creative side following the death of her brother Gianni in 1997 and remained one of the key figures in shaping the brand's modern image for nearly three decades. Now the designer intends to use her own name and creative vision in a separate project created together with Revolve.
Division of Roles in the Joint Venture
In the new structure, Donatella Versace is responsible for the creative vision, identity, products, collaborations, and overall cultural direction. Revolve Group, in turn, provides the technology platform, operational infrastructure, marketing, consumer analytics, and access to an international audience. Thus, the creative and commercial-technological parts of the business are divided between the partners.
First Launch and Geography
The first launch phase will cover the United States, Latin America, the Asia-Pacific region, and the Middle East. The company emphasizes that the goal is to create not just a store, but a digital platform that will combine fashion, beauty, entertainment, content, creators, and community. This points to an ambitious model that goes beyond classic e-commerce.
Revolve and Prior Experience in Beauty
For Revolve Group, this is not the first project in the beauty space. In Q2 2026, the company reported the launch of the cosmetics product Grow-Good, created in partnership with the singer Cardi B. For the same quarter, Revolve Group's net sales amounted to $347.4 million, a 12% increase year over year — a figure the company likely uses as proof of the maturity of its commercial model ahead of the new brand's launch.
The Vision: Working with the Next Generation
“I have always been inspired by the next generation — in music, film, art, and, of course, fashion,” Versace stated. In her words, the new project will offer the opportunity to work with a younger audience in a new way — through fashion and beauty. Thus, the brand's key positioning becomes an orientation toward young consumers and their digital environment.
