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Versace barrels down the luxury lifestyle road with a sleek new aesthetic and moves full steam ahead with bespoke jet and automobile designs.

Versace has gone from family-run fashion label to far-reaching luxury lifestyle brand in just a few short years. Keeping its engine in full-throttle the brand barrels ahead with an updated aesthetic.


After Donatella Versace's tour de force ready-to-wear presentation in Milan this season, the designer celebrated her brand's fabulous ascent with an extravagant private concert by the pop singer Prince. Behind the glitz and glamour of the star-studded extravaganza, however, Versace has been quietly shedding its flagrant flamboyance. Over the last year, Donatella Versace has spearheaded a surprising stylistic turnaround, repositioning the fashion label as a super-luxury lifestyle brand with a sleek modernist aesthetic.

After launching a full home-wear collection and a signature hotel, Versace took to the skies with its sobering new style. Gliding from fashion runway to the airport runway, Versace found a prestigious venue for its updated look in the arena of private jets. Working with the TAG Group SA to design and furnish private planes such as Bombardier's Global Express and Boeing's BBJ, Versace has translated it high polish allure and rich Italian craft into clean lines and understated graphics. Using elements from the Versace home "Couture" collection of black-and-white hand-sewn leather furnishings embossed with the house's Greek fret motifs, the Versace team treats owners to a genuine bespoke design after an atelier-like assessment of their individual needs.

After tackling one tarmac it was only naturally that Versace motor full-speed ahead onto other elegant roads. And who better to do it with than another Italian hot-wheeler, Lamborghini? To celebrate this past Milan fashion week, the two brands unveiled the beautiful fruit of their uncommon marriage: the new Lamborghini Murciélago LP 640 VERSACE. Upholstered in lush full-grain nappa leather and featuring a wide array of extraordinary hand-crafted Versace accessories — including a bespoke luggage set specially sized to fit the boot, a pair of driving shoes, and a DV One Chrono Matt "Soft Touch" ceramic watch for the driver's wrist — this limited-edition model is the reflection of the brand's revised sense of luxury at its most sumptuous and refined.

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