Why Donatella Versace’s campaign for Givenchy is a big deal

In an industry where it can sometimes feel like everything’s been done, Riccardo Tisci has managed to find one way to surprise us all: by inviting Donatella Versace to star in his AW15 Givenchy campaign. While some designers have modelled for their own brands (think Franco Moschino’s old school ads) it's unheard of for a massive name from one major fashion company to model for a rival house. 

Although the partnership was announced back in April, Versace took to Instagram to release the first official image (shot by Mert and Marcus) and explain how the unlikely pairing came about.

“I believe in breaking rules,” she said. “Riccardo Tisci is extremely talented and above all my dear friend. We are family. I want to get rid of the old system, work together, support each other and make fashion a true global community.”

Tisci expressed his excitement about her joining the campaign: 

“I approached my friend Donatella because she represents what a Fashion Icon is to me. We thought it was time to break boundaries and give a strong message about how to think Fashion.”

High fashion is embracing celebrity culture in a new way, with designers opting for famous muses to front their ads rather than models – think Katy Perry for Moschino, Cher and Willow Smith for Marc Jacobs, or Pharrell for Chanel. But Versace's turn up for Givenchy is something different – she's a celebrity from within the industry, rather than outside it. Ultimately, her desire for unity in fashion is a pretty bold and refreshing statement from someone in a business often regarded as cutthroat, and serves to form a manifesto we hope more will adopt. Only one question remains: will Tisci pop up in Versace’s next ad? We’ll have to wait and see...

Check out the house’s AW15 campaign film below: