
It's been no secret that the Versace family have been in turmoil since the tragic death of Gianni, and quite rightly so. However when the family behind the brand begin to drain company funds, it stands to be questionable as to how long the reign of the family, or the future of the company, will last. In a detailed review of the Versace brand in Newsweek, Dana Thomas examines how Donatella and Santo's outrageously lavish lifestyles are affecting the Versace company, and what this could mean for them in the future.
Since the death of founder Gianni, the company has gone from taking over $1 billion in sales, to making less than half of that today. After her brother died, Donatella found herself battling a drug addiction, and even after agreeing with brother Santo that the pair weren't ready to manage the company alone, hiring outside help appeared to make no difference - which according to sources was down to the duo's lack of willingness to change. This June, it was said that Versace's CEO of five years, Giancarlo di Risio, left abruptly over disputes with the family surrounding their flamboyant lifestyle, and the cut backs he wanted to implement.
So what does all of this mean for the future of the brand and the Versace family? We all know and love Donatella as the face of one of the ultimately glamorous, luxurious lifestyle brands, however Thomas writes,
'Many in the fashion industry believe it's time for the brand to continue without Versace family involvement—and some suggest that the family is starting to accept this idea too. Last year, Santo was elected to the Italian Parliament. Allegra has been attending Brown University and has said her dream is to become an actress. And will Donatella remain at the helm? "Maybe," says the former Versace executive. "Then again, maybe not." Which, after a decade of turmoil, may be the best thing for the company after all.'
The Tragic Decline of the House of Versace