A Celebration of Self-Expression Through the Lens of Mert & Marcus
words MATTIA MARCASSA BARBIERI
Versace has never been a brand that whispers. It shouts, seduces, and, most importantly, celebrates. For Spring/Summer 2025, Donatella Versace amplifies this ethos with a campaign that turns the spotlight on individuality, self-confidence, and the sheer joy of dressing. Through the cinematic and intimate lens of Mert & Marcus, this campaign transforms high fashion into a personal conversation—one between Donatella herself and the striking protagonists of the season.
At the heart of this collection is an unlikely, playful dialogue. Each image feels like an exchange between Versace and its wearers, an intimate portrait where humor and depth collide. The casting of Loli Bahia, Jacqui Hooper, Karyna Maziar, Mona Tougaard, Tristan Watkins, and Chen Yang brings together a diverse and powerful collective, each radiating a unique essence that embodies the Versace spirit. As Donatella herself states, “Our differences are what unite us and make us fascinating to others.” This is a campaign that does not impose, but rather invites.


The collection itself is a vibrant manifesto of freedom and self-expression. Mismatched yet harmonious, it revels in an eclectic aesthetic that fuses heritage codes with an irreverent, youthful energy. Signature metal mesh is reborn with floral prints, while structured tailoring is offset by intentionally exaggerated proportions and contrasting patterns. Menswear silk shirts, adorned with the house’s iconic baroque motifs, channel a relaxed opulence, while the accessories—most notably the Versace Tag and Kleio bags—take on new textures and colors, injecting playfulnessinto the Versace DNA.
If there is a driving force behind this collection, it is joy. It’s the joy of dressing without rules, of embracing contrast, of finding oneself in the unexpected. Fashion, in Donatella’s world, is not a rigid construct but a living, breathing entity—bold, confident, and unapologetically Versace. The Spring/Summer 2025 campaign is a testament to this philosophy, where style is more than clothing; it’s an attitude, a dialogue, a moment of celebration.


With Mert & Marcus capturing this spirit in images that pulse with life, Versace once again proves that individualityis not just a statement—it’s the very foundation of its identity.