COMING HOME – PRADA brings VERSACE back to Italy

There’s a hint of glamour in the air – and this time, it smells unmistakably Italian. In a move that is both strategically clever and culturally charged, the Prada Group has announced its acquisition of the iconic fashion house Versace from US-based Capri Holdings. For a bold €1.25 billion – that’s around $1.375 billion – one of fashion’s most dazzling names is returning to Italian hands. Or more precisely: into the hands of Miuccia Prada. But this isn’t just a purchase. It’s a statement. A homecoming. A new chapter for a brand that once redefined power dressing, brought unfiltered glamour to the ’90s, and became a pop icon with its golden Medusa, opulent prints, and Donatella’s platinum-blonde legacy.

Now, after years under an American flag, a new era begins. And Prada isn’t entering with silk gloves, but with a crystal-clear vision: €250 million will be invested in rebranding alone. A forward-looking investment – into creative heritage, and perhaps, the restoration of a lost aura.

Donatella and the Legacy

Of course, one question looms large: What about Donatella? Will she remain as the brand’s honorary oracle? Or bow out with dramatic applause? Either way, her successor is already secured – and it’s a surprising yet promising name: Dario Vitale, a rising talent who recently made waves at Miu Miu, now steps in as Creative Director. He knows the DNA of the Prada Group, he’s young, visionary, and ready to rethink Versace – without losing its golden edge.

Louder or Quieter?

Will Versace under Prada’s reign be louder or quieter? More opera or minimalism? These questions float through the industry like layers of fine tulle. But one thing is clear: the Italian luxury landscape is shifting. The acquisition comes at a time when Versace had slipped into the red. Global luxury sales are softening, and heritage alone is no longer enough. A sharp repositioning is needed – with finesse and force. Prada can deliver both.

A New Era – And Many Questions

What will happen to the Medusa logo? Will it remain or be subtly reimagined? Will we soon see Versace tailoring with Prada’s surgical precision?

This acquisition is more than a business deal. It’s a cultural moment. A reclaiming. An act of homage and reinvention. It signals that Italian luxury is alive and evolving – and perhaps, its strongest chapters are still ahead.

Versace è di nuovo a casa – sotto il sole italiano.

Versace is home again – under the Italian sun.