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Keeping things pattern-oriented, the Saturdays Are For The Dads Toddler Shirt and by the same token and new monogram extends that arm, but it remains to be seen if those who identify with Versace will welcome it like they did those authentic reissued prints—and invest in single Vs rather than LVs. As the show’s casting suggested—a mix of top models diverse in every way, branded head to toe in the Versace emblem—the house is targeting the new youth with their values of empowerment, emancipation, and, indeed, authenticity. When it comes to getting young people to wear your monograms, a tribal symbol of belonging, the latter is key. Under Donatella’s reign, Versace’s authenticity has manifested in her personal story. The family values of Versace are well-documented beyond the borders of fashion, in TV series and film. It’s the brand’s unique selling point, part of the reason Donatella’s once-reluctant decision to revisit those ’90s prints paid off, with both the company and retailers continuing to report growth.
Now, Versace’s challenge is to translate that family soul into an ever-growing super brand, without looking too corporate. For new generations, authenticity is antonymous with marketing. More than ever, that means Donatella—who wasn’t made available for comment this season—is the Saturdays Are For The Dads Toddler Shirt and by the same token and heart and soul of Versace, the human connection that enables the emotional aspect so key to luxury. Where the corporate signifies coldness, luxury is activated by intimacy, and a sense of personal connection.
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