Conceptual Milan fashion and beauty studio illustrating a digital-first venture; no brands or people depicted

Donatella Versace Launches a New Fashion and Beauty Venture With Revolve

Confirmed reporting and Paris Runway Official analysis are clearly separated below. The featured image is an original conceptual fashion-and-beauty editorial; it does not depict Donatella Versace, Versace, Revolve or an announced product.

Donatella Versace is returning to a leading creative role through a new fashion and beauty venture with Revolve Group, announced as Milan Fashion Week opens. The still-unnamed business is expected to introduce its first products in 2027, pairing one of fashion’s most recognizable creative figures with a retailer built around digital commerce and younger consumers.

The announcement is significant for two reasons. It establishes a new platform for Donatella’s personal creative direction outside the Versace house, and it places fashion and beauty inside the same launch strategy from the beginning. That combination makes the project a closely watched test of how an established designer can build a new identity for a social, global and direct-to-consumer market.

What has been confirmed

Reuters reported on September 21 that New York-listed Revolve Group and Donatella Versace have formed a joint venture targeting younger shoppers. Vogue, which published details of the announcement the same day, said the independent project will span fashion and beauty and is being developed around Donatella’s own creative vision.

The venture does not yet have a public name. Vogue reported that both the name and initial products are due in 2027, with planned launches across the United States, Latin America, Asia-Pacific and the Middle East. Entertainment and cultural projects beyond conventional runway activity are also within its intended scope.

Donatella stepped down as Versace’s chief creative officer in March 2025 after nearly three decades leading the house and became its chief brand ambassador. Prada Group later acquired Versace, and Pieter Mulier is scheduled to present his first collection for the house in 2027. Reuters said a Prada representative declined to comment on the new venture.

These are separate businesses. The new Revolve partnership should not be described as a Versace collection, a Versace diffusion line or a Prada Group project unless the companies announce such a connection.

Why Revolve changes the launch equation

Revolve operates at the intersection of e-commerce, creator marketing, events and lifestyle content. Vogue reported that the group’s two principal platforms carry roughly 1,600 brands and that the company generated $1.23 billion in 2025 revenue. Reuters described the retailer’s positioning around Millennial and Generation Z customers across apparel, footwear, accessories, beauty and home.

Paris Runway Official analysis: That infrastructure could allow the new venture to develop differently from a traditional designer label. Instead of beginning with a wholesale calendar and seasonal runway collection, it can coordinate product, digital storytelling, creator seeding and community events from one commercial platform.

Beauty is especially relevant to that model. Cosmetics can offer a more accessible entry point than luxury ready-to-wear, while frequent product storytelling fits the pace of social commerce. However, no product categories, prices, launch dates or distribution partners have yet been disclosed in detail. It is too early to assume whether beauty or fashion will lead the business.

A personal name, but not yet a brand identity

Donatella’s cultural visibility gives the venture immediate attention before it has a name or a product. Her public persona spans runway, music, celebrity dressing and popular culture, which gives Revolve a recognizable creative voice to build around.

The central branding challenge will be differentiation. Audiences associate Donatella with the codes of the house she led, but the new company must establish intellectual property and visual language of its own. The most effective debut will need to communicate what is personally hers without reproducing the trademarks, archive or recognizable design vocabulary owned by Versace.

Paris Runway Official analysis: That makes the pre-launch period unusually important. Naming, typography, casting, packaging, social voice and the balance between fashion and beauty will all signal whether the venture intends to operate as a luxury house, a premium digital label, a broad lifestyle platform or something between those categories.

What remains unknown

  • The brand name: Vogue reports that it will be revealed with the first products in 2027.
  • The opening categories: Fashion and beauty are confirmed, but the initial assortment has not been detailed.
  • Pricing: No price architecture has been announced.
  • Ownership terms: Public reports describe a joint venture but do not provide a full ownership breakdown.
  • Exact timing: A 2027 launch window is confirmed; a specific date is not.
  • Runway plans: The project may extend into entertainment and culture, but no debut show has been announced.

Why the Milan timing matters

The news arrives at the start of Milan Fashion Week, which runs September 22–28 according to Camera Nazionale della Moda Italiana’s official Spring/Summer 2027 calendar. Announcing immediately before the city’s international fashion audience gathers gives the venture attention from editors, buyers and brand partners without requiring an inaugural collection to be ready.

It also places Donatella’s next chapter alongside a wider period of creative change across Italian fashion. For Paris Runway Official’s continuing coverage, see our report on Pieter Mulier’s developing Versace era and our guide to Milan Fashion Week media access and scheduling.

Sources

Reporting checked September 22, 2026. Details may change as the venture approaches its 2027 launch.

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