Versace Launches New Spring-Summer 25 Campaign

by SHOWstudio on 4 February 2025

Photographers Mert & Marcus return to Versace to shoot Mona Tougaard and Loli Bahia.

Photographers Mert & Marcus return to Versace to shoot Mona Tougaard and Loli Bahia.

Versace S/S 25 by Mert & Marcus

The brand new Versace campaign for S/S 25, shot by Mert & Marcus in their fourteenth year for the house, encapsulates a vibrant spirit from a print clash-up that celebrates freedom versus individuality versus unapologetic joy. Versus was an essential takeaway from the runway show. Much like Versus S/S 97, the new campaign's soulful portraits reveal a cast of characters expressing their raw confidence in glamourous languor. Mert & Marcus frame Loli Bahia, Jacqui Hooper and Mona Tougaard under emotive lighting that generates bold individuality. Unique attitudes of self-possession emerge. Donatella Versace moodboards a singular idea, communicated through S/S 25 pictures. Each model individual is witty, humorous and personal — each focused gaze offers a glimpse into the soul of old world Versace.

Versace S/S 25 by Mert & Marcus

'I have always believed in celebrating the individual. We are unique, we are vulnerable, we are brave, we are kind, we are strong.

Our differences are what brings us together, and what makes us fascinating to each other. This campaign captures that individuality as an attitude.'

– Donatella Versace

Versace S/S 25 by Mert & Marcus

The collection itself is an exuberant feast: mismatched prints, floral patterns in signature metal mesh and day dressing with personality. The new Kleio and Versace Tag bags punctuate the collection with unique twists from the tactile leather patchwork or the playful candy-colored leather with charm detailing. Juxtaposing the intentional, clashing prints speaks to a deliberate effort to celebrate the off-beat. This new campaign embodies the essence of Versace — bold with an undeniably willful mind of its own.

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