From Gianni to Donatella: The Perpetuated Imaginary at Versace

Abstract

This study applies the theory of the imaginary, as developed by Gilbert Durand and Michel Maffesoli, to examine the Versace brand. The primary objective is to explore how the brand’s imaginary has been sustained following the death of its founder, Gianni Versace, who was murdered in 1997, and the subsequent leadership of Donatella Versace, then responsible for the brand’s public relations. The research employs a symbolic hermeneutic analysis to investigate how the brand’s imagery is projected through its designers’ collections. The interplay between symbolic imagination and hermeneutics provides insights into the creative process and the brand’s continuity over time. To this end, eight representative images from Gianni and Donatella’s collections were selected to identify the symbols and creative processes that bridge the brand’s past and present. The analysis explores Gianni’s enduring influence on Donatella’s work and the perpetuation of the brand’s imagery in postmodern society. The findings contribute to the broader academic discourse on symbolic imagination from a multidisciplinary perspective, offering a foundation for future research in both symbolic imagination and the historical continuity of the Versace brand.