Versace Jeans Couture was initially established in 1988, channeling the Italian house’s essence through the perfect everyday fabric: denim. Rebooted in 2019, the brand’s present-day iteration introduces a modern twist to its foundational spirit of irreverence and playfulness. Versace Jeans Couture disregards traditional rules in its bold amalgam of disparate sentiments—haute couture is brought into the domain of streetwear while nostalgic elements merge with of-the-moment flair. Both past and present are embodied in the label’s collections, as archival colorways and baroque-style motifs are featured alongside contemporary prints. The original emphasis on the body’s sensuality, as accentuated in Gianni Versace’s historical campaigns, is maintained through classic silhouettes and lustrous textiles that effortlessly flatter the form. Versace Jeans Couture reinterprets the Versace world through the eyes of a new generation, balancing juxtaposing elements on two sides of the same coin.
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