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Donatella Bella Gigi
Courtesy of Versace

The new star of Donatella Versace’s latest campaign is... Donatella Versace

The designer transforms herself into a model mother to Gigi and Bella Hadid

A big day for crimped hair and contact lenses, as Donatella Versace stars in Versace’s SS22 campaign. Lounging between Bella and Gigi Hadid in a safety-pinned, vinyl LBD, the designer has transformed herself into the ultimate Medusan muse. Not that there was ever any doubt as to who upheld the mythology of Versace, anyway.

“Family is so important to me,” Donatella wrote, debuting the images on Instagram, “which is why I wanted these images to focus on sisterhood. I love this campaign so much that I couldn't help but join my Versace queens in a shot!! Girls, you are inspirational and empowering and I love you soooo much.” Shot by Mert Alas and Marcus Piggott, the campaign was inspired by Richard Avedon and Gianni Versace’s legendary shoots, with Maluma acting as the face of Versace men’s. 

Back in the 90s, Donatella was responsible for bringing musicians and celebrities, like TuPac, Prince, and Madonna, into the high fashion fold, paving the way for many of today’s runway cameos. “Bella and Gigi perfectly exemplify the strength between sisters. They share that message to our Versace sisterhood worldwide,“ the designer said, adding that she wants this campaign to be “a warm hug to the global Versace family at the start of 2022!”

This isn’t the first time that Donatella has iconised herself in a Versace ad, either. SS19 saw the designer tattoo Bella’s arm in a campaign video, while Lady Gaga dressed as her doppelgänger for SS14. Not to mention Fendace sending out a slew of blonde-wigged clones through the Versace gardens last summer and the time she modelled Riccardo Tisci’s AW15 campaign for Givenchy. Who needs Yolanda when Donatella is right there?

Click through the gallery above to see more of the campaign.