The high fashion street brand started off as a marriage of couture and denim, which it now mimics in contrasting elements in its current line
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It was in the late 1980s when Gianni and Donatella Versace decided to mixed together denim with couture on the runway. From that creative decision, Versace Jeans Couture, the Italian fashion empire’s caseal wear diffusion line, was born.
High street fashion
Over the years, Versace Jeans Couture (VJC) took on a life on its own, injecting the unapologetic style to the staple clothing. It makes sense as Versace, the parent brand itself, is somewhat of a marriage of high fashion and street style.
In creating the brand, Donatella says that she focused on bridging the supposed conceptual gap between couture and denim. “The idea I had in mind was to elevate streetwear not only in terms of quality, but most importantly in creativity and details,” says Donatella in a piece on the casual line’s newest collection for WWD.com last year.
In the past decades, VJC has left many images that reflect this ideal, from Claudia Schiffer being photographed by Richard Avedon in 1995 to Bruce Webber capturing Helena Christensen and Matt King, to arresting black and white scenes with Milla Jovovich and Michael Walton.
Casual contrasts
In the latest collection of VJC, which is available locally at Cul-de-Sac, denim’s versatility is once again on display. The new pieces are introduced in a campaign shot by fashion photographer Carlijn Jacobs, and stars Evelina Lauren, a frequent star at Versace shows.
Jeans and other street staples are spray-coated in the new collection, giving off an edgy, bleached effect. The women’s pieces present a conundrum of tough-chic aesthetics with seemingly more feminine elements. Leather jackets, studwork, biker boots are given accented by pastel pink, lace, and peppermint.
As for the men’s pieces, it’s a marriage of structured tailoring with sportswear detailing. Active clothing and accessories are splashed with fluorescent colors and, interestingly, leopard animalier print, which can be seen in key pieces.
Versace Jeans Couture is available at Cul-De-Sac, L2 The Podium, Ortigas Center, Pasig. For more information, call 0905 251 3887.
