“I wanted to celebrate Joy with this Holiday campaign—the joy of the season and being surrounded by those we love,” says Donatella Versace, Chief Creative Officer of the iconic Italian fashion house.
It’s a campaign of exuberance, echoing the sentiments of the season, and there’s a fresh face joining the ranks of Versace’s illustrious ambassadors. Hyunjin, the multifaceted member of the K-pop group Stray Kids, captures the essence of this joy in his first campaign since becoming a Versace Global Brand Ambassador.
With his innate charisma and trendsetting flair, Hyunjin doesn’t just wear Versace; he embodies the brand’s bold spirit. His dynamic presence brings a new vibrancy to the classic Versace silhouettes, infusing each piece with a youthful, modern edge that resonates with his global K-pop audience.
As he dons the Barocco-print coats and stands poised with the Athena tote, Hyunjin melds Versace’s timeless elegance with the contemporary pulse of pop culture — a testament to the house’s ability to transcend and redefine luxury fashion.
The Holiday Spirit through Versace’s Eyes
Versace is synonymous with luxury, opulence, and avant-garde fashion. This holiday season, the brand stays true to its reputation by introducing the new Athena tote bags that carry the iconic opulence of the House’s Barocco print into everyday fashion. The images, captured by Angelo Pennetta, and videos by Rosie Marks, highlight Hyunjin’s vibrant energy as he showcases a selection perfect for the festive season, including high winter coats, elegant eveningwear, and the must-have gifts of the year.
Collection Highlights: The Athena Tote Bag and Beyond
The Athena tote bag takes center stage, a new canvas for the revered Barocco print, now in soft tone-on-tone colors that retain Versace’s flair for creativity and freedom of expression. The collection spans beyond the bags, with Versace’s Barocco print featuring across an array of items from intricate lace evening dresses to versatile denim.
Themes of the Season: Rebellious Classicism Meets Pop Culture
The collection’s themes are a tribute to Versace’s core values. The Barocco print, a Versace signature since 1991, is reimagined for the holiday season, embodying the spirit of the times with its mix of classicism and pop culture. Eveningwear and high winter coats receive the Barocco touch, presented in tone-on-tone jacquards that blend seamlessly with the festive mood.
Accessories and Shoes: The Finishing Touches
The Athena is not alone; it’s complemented by the Greca Goddess hobo bag, shining in metallic golds and quilted satins. In the footwear department, the Gianni Ribbon slingback pumps and Medusa ’95 loafers pair the traditional with the modern, while the Greca Sneakers and Elios men’s shoes round out the collection by combining comfort with luxury.
Campaign Imagery: A Visual Feast
Hyunjin and the ensemble cast are a vision of modern elegance in the campaign images. They don Versace’s finest, from cotton poplin shirts paired with the Athena mini tote bags to cashmere coats over sweatpants—all adorned with the unmistakable Barocco jacquard. Each image encapsulates the collection’s versatility and the festive aura it’s meant to evoke.
Donatella’s parting words resonate with the spirit of the campaign, “I love his energy and the joyful spirit he brings to these images.” Hyunjin’s response is equally heartfelt, “Thank you Donatella, you are the best!” Together, they herald a holiday season that’s bound to be exciting, amazing, and shared with good friends—much like Versace itself.
Embrace the festive season with Versace for impeccable style and luxurious gifting. Discover the full Holiday Collection and experience the joyous campaign brought to life by Hyunjin at Versace’s Online Store. Whether you’re seeking the perfect present or wanting to indulge in the season’s fashions, Versace’s holiday selection awaits your touch of elegance.