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.
“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:
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