May 01, 2018 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Nov 27, 2013
Musician M.I.A. has joined creative forces with Italian fashion powerhouse Versace to create an exclusive 19-piece capsule collection inspired fake Versace sold on the streets in London.
Since the departure of Christopher Kane in November 2011, Donatella Versace has been busy revamping the image of Versace‘s punked-up younger sister, Versus. Earlier this year she tapped London-based designer JW Anderson and French cagoule brand K-Way to create capsule collections for Versus, the first in a series of designer collaborations initiated to reposition the brand.
Following these two successful releases, Donatella recently turned to musician M.I.A. as the latest guest-designer for the brand. The singer sights her inspiration for the collection as being the bootlegs of the Italian label she saw in London markets, which is represented with the accompanying campaign imagery. M.I.A. worked with closely with the Versus team to create the street style inspired line of graphic prints that remixes Versace trademarks like the iconic Versace Medusa head and Greek friezes along with golden medallions with Sanskrit-inspired lettering and glowing lotus flowers.
In an interview with the WWD the 38-year-old Grammy award winner said “When I was contacted by Versace, it seemed a great idea to invert the circle. Versace’s designs have always been copied, now it’s Versace that copies the copies, so those that copy must copy the copies. So this will continue.”
The 19-piece collection that includes denim jackets, jeans and a denim parka is now available online. Take a look below at the GIF campaign that represents the counterfeit inspiration from London’s markets.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.