Versace has always lived at the intersection of fashion, fame, and cultural impact; but its story is bigger than just clothes. This blog takes you through the legacy of the house, from Gianni Versace’s revolutionary beginnings to the brand’s present-day evolution under Donatella’s lead and beyond. You’ll read about the iconic designs, celebrity collaborations that shaped pop culture, and the emotional depth behind one of fashion’s most talked-about partnerships today: Hyunjin and Versace.

At the heart of that story is Hyunjin from Stray Kids, the first Korean global ambassador for Versace. His connection with the brand has sparked a wave of fan-driven engagement, redefining what it means to represent a fashion house in the modern age. From campaigns to concerts, custom pieces to personal moments, we’ll explore how this partnership came to life, and why it resonates so deeply with an entire generation.

Chapter 1: Versace History

Versace was born out of a radical vision. Founded in 1978 by Gianni Versace in Milan, the brand quickly positioned itself at the crossroads of fashion, art, celebrity, and scandal. From the very beginning, Gianni stood out as a rebellious force in haute couture, breaking tradition by draping fabric directly on the body rather than relying on sketches or patterns. The result? A collection that felt alive: sensual, bold, and unmistakably modern.

Versace’s first boutique opened on Milan’s Via della Spiga, and just one year later, the house launched its menswear line. The early 1980s brought explosive growth: fragrances, accessories, jewelry, and home furnishings joined the portfolio, and Gianni’s innovation extended beyond the runway to the stage, designing for La Scala Theatre’s ballet productions and collaborating with names like Richard Avedon and Elton John.

By 1991, Versace had turned fashion shows into pop culture spectacles. That year’s now-legendary runway, featuring Linda Evangelista, Naomi Campbell, Cindy Crawford, and Christy Turlington strutting to George Michael’s Freedom, redefined how the world viewed fashion. It wasn’t just about clothes anymore; it was about image, energy, and iconography.

Gianni’s designs, rich with baroque prints, vibrant colors, and daring cuts, celebrated the female form unapologetically. Whether inspired by mythology or the bondage-heavy 1992 Miss S&M collection, his work flirted with taboo while championing female power. “I don’t believe in good taste,” he once said, and that defiant philosophy still lingers in the brand’s DNA.

On July 15, 1997, Gianni Versace was murdered on the steps of his Miami mansion, Casa Casuarina. He had just returned from his daily walk when he was gunned down in broad daylight. The news rippled across the world; a surreal, heartbreaking loss of one of fashion’s most visionary minds. At the time, Gianni had been quietly battling a rare form of cancer, still creating, dreaming. His death was not only a personal loss for his family but a cultural rupture that left the fashion world reeling.

In the wake of devastation, his sister Donatella Versace stepped forward. She had long been his closest collaborator and muse, and now, with fierce determination, she took on the role of Creative Director. Their brother, Santo, became CEO. Together, they transformed grief into purpose, continuing to build the empire Gianni had envisioned.

Under Donatella’s lead, Versace evolved; still sexy, still bold, but increasingly global and diverse in its reach. From launching a children’s line to unveiling collaborations with Lamborghini, designing hotels, and spearheading a fur-free campaign. She pushed the brand beyond the runway, shaping Versace into a global symbol of style, luxury, and living.

In 2018, Versace was acquired by Michael Kors (now Capri Holdings) in a $2.12 billion deal. Yet Donatella remained at the helm creatively until 2025, when she stepped down to become Chief Brand Ambassador after nearly three decades of leadership. Dario Vitale, formerly of Miu Miu, now serves as creative director, continuing the brand’s legacy under new eyes.

Versace today is a symbol of audacious beauty, power, and reinvention. It is a house that turned supermodels into superstars, made headlines with every collection, and forever changed the relationship between fashion, fame, and identity. Gianni may be gone, but his vision burns brighter than ever; alive in every detail, every stitch, every statement piece that dares to say: Look. At. Me.

Chapter 2: Celebrity Collaborations

Celebrities have always been embedded in Versace’s DNA. Long before influencer marketing became standard, Gianni Versace was inviting the world’s biggest names to sit front row or walk the runway. His understanding of fashion as pop culture was revolutionary.

He dressed Princess Diana in icy blue gowns and Madonna in fierce leather looks. He designed stagewear for Elton John and created red carpet moments that would become legendary; most famously Elizabeth Hurley’s black safety pin dress in 1994, a moment that transformed Hurley into a household name overnight.

There’s no doubt that Versace helped shape starpower. The brand’s ad campaigns often blurred the line between fashion and art, with provocative imagery that demanded attention. Whether it was Claudia Schiffer and Sylvester Stallone posing nude with Versace decor, or Jennifer Lopez’s plunging jungle dress at the 2000 Grammys (which famously led to the creation of Google Image Search), the house of Versace knew how to dominate headlines.

Under Donatella’s leadership, the celebrity embrace only grew stronger. She forged close relationships with Beyoncé, Lady Gaga, and Gigi Hadid, and more recently, Dua Lipa co-designed the “La Vacanza” collection; a vacation-inspired capsule revealed in Cannes that captured the sparkle and sexiness of Versace’s heyday with a fresh, Gen Z twist.

Hyunjin with Donatella Versace and Dua Lipa at ‘La Vacanza’ fashion show. Source: Donatella Versace’s Instagram

The brand’s influence extends beyond red carpets into film, music videos, and pop culture at large. From Michelle Obama’s state dinner gown to looks in American Crime Story: The Assassination of Gianni Versace, the label’s iconic styles continue to surface in new contexts.

Chapter 3: Hyunjin from Stray Kids

Versace announced Hyunjin as its global brand ambassador in July 2023, and the partnership took off immediately. For months, he had already been stepping into the brand’s world (from front rows to fittings), building a presence that made the announcement feel inevitable.

He first appeared at La Vacanza, Donatella Versace’s collaboration with Dua Lipa in Cannes. Dressed in a tailored pastel suit and standing confidently next to Donatella herself, Hyunjin drew attention from international press and fans alike. His next appearance, this time in Seoul for the La Vacanza pop-up, made the connection official. Not long after, Versace confirmed him as the brand’s new global face, the first Korean artist to hold the title.

Source: Stray Kids’ Instagram

Since then, the collaboration has been steady, deliberate, and visually impactful. In November, he fronted the Versace Holiday 2023 campaign. The styling leaned festive: snow, sparkle, soft knits. Nothing felt exaggerated. Hyunjin stood next to the brand’s new Athena tote in a beige monochrome look, relaxed and present. Shot by Angelo Pennetta with video direction by Rosie Marks, the campaign felt personal. Donatella described it as joyful, and it was.

He also appeared on the cover of Harper’s Bazaar Korea that December and in a 16-page spread for SuperELLE Korea, styled head to toe in classic Versace codes. Every image held the balance Versace is known for: rich pattern, bold hardware, clean silhouettes. But it all felt filtered through someone who actually knows how to move in them.

In 2024, he wore Versace for Milan Fashion Week, Stray Kids’ global tour, and custom fittings designed by Donatella herself. The looks were dramatic, athletic, and made for performance. He debuted the first on stage in Seoul: a crystal-net balaclava, sleeveless logo tank, and structured cargo pants. That same summer, he appeared in W Korea, continuing the editorial momentum.

His Milan trip in February 2025 included four full outfits, each styled with layered textures, embroidered details, and a buzzcut shaved with the Greca pattern.

No moment was wasted. Whether on the street, at the Palazzo, or in the front row, Hyunjin carried the brand with intention. The styling never felt too glossy or performative. It was well-studied. He knew how to hold the clothes, and the camera knew it too.

By June 2025, fans caught him shopping in Soho during Stray Kids’ New York tour stop. Cameras followed him into the Versace store. He left with bags in hand while, across the city, the Empire State Building lit up burgundy in honor of the band.

Through each appearance, Hyunjin’s relationship with Versace has continued to unfold. Not just as content, but as a shared aesthetic. He wears the house’s history, plays with its symbols, and still finds ways to keep the attention on his performance. That kind of alignment is rare, and Versace knows it.

Chapter 4: Hyunjin, Versace, and the STAYs Who Made It a Story

Courtesy of Versace/Andrew Archeos

What built the bridge between Hyunjin and Versace was something quiet, warm, and more lasting than most fashion collaborations ever achieve. It was care. It was attention and presence.

From the beginning, it felt different. Donatella didn’t just pick Hyunjin for a campaign and move on. She posted about him. She joined the jokes. She coronated him the Prince of Versace (a title STAYs had already given him) and made it official. Their relationship lives online, but not in a curated, distant way.

That’s what makes the whole thing feel real. Donatella, known for her love for music and bold personalities, clearly sees something in Hyunjin that goes beyond surface-level stardom. He’s not just a dancer or a pop idol, he’s a painter, a student of art, a phorography and fashion lover. Hyunjin is someone who constantly shapes his own performance style. The synergy between them isn’t just brand-to-celebrity. It’s artist to artist. And it shows.

Just Jared / Courtesy of Versace

What made this relationship stand out was how present Hyunjin has been in it, and how present the brand has been around him. He wore Versace across five continents, not just on stage but in his own time; walking through museums, filming behind-the-scenes, meeting fans. He showed us the outfits, asked if we liked them, shared them like they were part of something more than styling. It goes without saying that staff happily welcoming STAYs in stores made a huge difference. And over time, it started feeling like trust. Unsurprisingly, that’s the type of marketing that breaks barriers and defies trends.

Hyunjin understands Versace. He knows how to wear the most extravagant pieces without losing himself under them. The shaved buzzcut with the Versace logo on top, the soft tailoring, the sleeveless tanks styled for movement. Everything it’s aligned with how he moves, how he performs, how he lives. Every single interaction stated the obvious: Versace understands him back. They design for his body in motion.

And STAY is part of that too. You don’t build this kind of cultural moment without a fandom that knows how to amplify it. Fans share everything. Videos, breakdowns, clips, edits, slow-motion gifs of fabric moving mid-dance. Storytelling without conversation holds no weight in today’s markets. Fans walk into stores. They order pieces. They buy sunglasses, bags and accessories because they saw him wear them, and because it meant something. Versace gained new clients across age groups and genders, in places the brand might not have reached before thanks to Stray Kids’ global impact.

Donatella and her team engage with fans in a way that feels surprisingly thoughtful for a house of this size. STAYs get freebies with purchases. The Staff attends SKZ concerts. Comments are liked. There’s a sense that, in welcoming Hyunjin, they welcomed us too. And maybe that’s what gives it the tone of a family affair; not distant luxury, but something more generous and human.

It’s safe to say that Hyunjin’s role reshaped how many of us see Versace. What once felt exclusive now feels expressive and artistic. What once felt untouchable now carries traces of history, resilience, and ageless power. The gloss is still there, of course. But behind it is a legacy built on survival, creativity, and connection, things Hyunjin understands well.

Hyunjin’s partnership with Versace has not only been visually striking, it’s also delivered measurable results. According to data from Lefty.io and industry sources, he generated $6.2 million in Earned Media Value (EMV) for Versace during the Fall/Winter 2025 season, $2.94 million for Spring/Summer 2025, and $4.02 million for Autumn/Winter 2024. His appearance in the 2023 Versace Holiday Campaign alone brought in $4.6 million in EMV, making it one of the most viewed campaigns of the season. At Milan Fashion Week AW 24/25, Hyunjin ranked as the sixth top influencer overall and was responsible for Versace’s highest EMV at the event ($5.88 million) largely driven by just a single post that achieved a 13.6% engagement rate. These numbers not only affirm his global influence but also highlight the concrete value he brings to luxury branding.

It hasn’t even been that long since Hyunjin was named ambassador, but it already feels impossible to imagine Versace without him. There’s something about the way he carries a look, like it’s his own story. And when a brand like Versace sees that kind of star power and doesn’t just use it, but honors it, something shifts. We felt it. The partnership just made sense.

Hyunjin’s always been destined to leave a mark, but Versace amplified everything. It opened doors (to Cartier, to Givenchy Beauty) but more than that, it validated what STAYs feel when we see him. There are people in the world who walk into a room and change the temperature. That’s what Hyunjin has always done. That’s why he was scouted. That’s why people couldn’t look away. And that’s why Donatella saw what so many of us already knew: he has that rare, untouchable presence that turns admiration into memory. It’s not just about physical beauty, sometimes it feels like it never was.

Hyunjin made Versace part of his story. And maybe that’s what it is. That’s what stays with you. Not just the styling or the photos or the events. But the feeling that something bigger is unfolding; that you’re watching someone take their place in the world exactly where they’re meant to be.

Shop at Versace to support Hyunjin