Donatella Versace’s new venture with Revolve: Why does beauty come first?
Why is Donatella Versace starting with beauty? Her new venture with Revolve will connect fashion, cosmetics, creators, entertainment and digital commerce
Donatella Versace’s next creative chapter begins before even her new brand has a name. Her partnership with REVOLVE Group, the online fashion retailer behind REVOLVE and FWRD, will start in beauty, but its remit extends to fashion, entertainment, creators, and digital commerce. The name, product category, and visual identity remain undisclosed.
Their roles are distinct: Donatella Versace will lead the creative vision, while REVOLVE will bring the technology, commerce, operations, and community. Cosmetics are the first move. What might that make possible?
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Why Is Donatella Versace Starting With Beauty?
Donatella Versace is not simply returning with another fashion collection. With REVOLVE Group, she is creating a new independent venture specifically tailored to how a new generation discovers style, shops, shares, and connects.
Beauty will be the first category to reach the market, giving the project a tangible starting point while keeping the broader vision flexible. A product can establish a point of view through user experience, imagery, and digital presence ahead of a full fashion rollout.
What Is Donatella Versace’s Role in the REVOLVE Partnership?
Donatella Versace will serve as Chief Creative Officer, overseeing the venture’s identity, product development, collaborations, and overall creative direction. Her role will extend from the inaugural beauty line to all future brand expressions.
“I believe creativity should be fearless, inclusive and alive in the world,” she said. “I’ve always been inspired by the new generation in music, film, art and, of course, fashion. This partnership gives me the freedom to speak to that generation in a completely new and personal way, through beauty and fashion.”
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What Is REVOLVE Group and Where Is It Based?
REVOLVE Group is a US-based online fashion retailer founded in 2003 by Michael Mente and Mike Karanikolas. Headquartered in Cerritos, California, REVOLVE and its sister platform, FWRD, connect millions of consumers with more than 1,600 emerging, established and owned brands.
What Does REVOLVE Bring to Donatella Versace’s New Venture?
The partnership is built around a division of labour. REVOLVE contributes its expertise in digital commerce, technology, marketing, operations, and cultivating a global community focused on how younger consumers engage with brands.
The model is predominantly digital, catering to audiences accustomed to moving between inspiration, conversation, and purchase. REVOLVE’s experience in socially driven retail provides Donatella Versace’s creative vision with a route to market outside the traditional fashion calendar.
“Donatella is one of the creative voices that have defined our time,” said Michael Mente, co-founder and co-CEO of REVOLVE Group. “This partnership gives that vision a completely new platform and the freedom to build something from the ground up.”
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What Will Donatella Versace’s New Beauty Brand Sell—and Where Will It Launch?
Officially, it hasn’t been named yet. The outline is clear: it is an independent venture, with Donatella Versace as Chief Creative Officer, and REVOLVE powering the business, starting with beauty as its first category.
Everything beyond that remains open, beginning with the product itself. The announcement does not specify whether the first offering will be skincare, make-up, fragrance, or another category.
The business will initially launch in the United States, Latin America, Asia-Pacific, and the Middle East, with additional markets under consideration. Its digital-first structure enables it to serve several regions from the outset, while leaving room for the product range to adapt over time.
How Will Donatella Versace Go Beyond Fashion and Beauty?
After decades of defining Versace’s visual codes, Donatella Versace is taking her instincts beyond the runway. The new business aims to unite fashion, beauty, entertainment, talent, creators, and community into one cohesive offering.
For Donatella Versace, the move marks a new chapter after decades spent shaping one of fashion’s most recognisable aesthetics. For REVOLVE, the partnership merges its digital infrastructure with Donatella Versace’s global reach.
“Culture is born from connection,” Donatella Versace explained. “Together, we want to create that connection with a new voice, a new look, and new energy.”
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When Will Donatella Versace’s New Beauty Venture Launch?
For now, no official launch date, product, or venture name has been announced. REVOLVE says they will reveal the name, creative vision, and first launch in the coming months.
Donatella Versace’s creative direction and REVOLVE’s infrastructure are already clear; the first beauty product that will bring them together has yet to appear.
Angelo Ruggeri
Journalist and Tutor for Styling, Business and Design Courses and Master’s Programmes, Milan
