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On Monday, 21 September, Donatella Versace and the Los Angeles retailer Revolve Group announced a joint venture that makes her chief creative officer of an independent beauty and fashion label. It’s still unnamed, and it will launch first across the United States, Latin America, Asia-Pacific, and the Middle East, with other markets to follow. Beauty comes first, followed by fashion, and the name and first products are expected sometime in 2027. Versace frames the whole thing as a chance to speak to a younger customer “in a completely new and personal way, through beauty and fashion.”
The release calls the venture independent, built entirely around her own point of view. Versace will shape the brand’s identity and choose its collaborators; Revolve runs the machinery behind her, its technology and ecommerce infrastructure built over two decades of selling to that same younger customer. No financial terms have been disclosed, and the business sits apart from the Versace house she spent three decades building. Michael Mente, Revolve’s co-CEO, put it plainly: the deal gives her vision “an entirely new platform and the freedom to build something from the ground up.” Raissa Gerona, Revolve’s president of brand and partnerships, called Versace’s instinct for what the next generation wants “unmatched,” and said it’s what makes the partnership exciting to her.
She took the creative reins in 1997 after her brother Gianni was murdered in Miami and held them for nearly thirty years while the house grew into fashion, accessories, beauty and hospitality, and by 2024 accounted for roughly a fifth of Capri Holdings’ revenue. In March 2025, Capri announced she would move to chief brand ambassador, with Dario Vitale, previously design and image director at Miu Miu, stepping in as chief creative officer. Prada announced its purchase of the house the following month, at roughly $1.4 billion, and closed the deal that December at $1.375 billion, about a third less than Capri had paid for it in 2018. Vitale showed one collection. He left days after the Prada deal closed. Pieter Mulier, fresh off five years at Alaïa, was named creative director in February, with his debut still to come.
She has 12.2 million Instagram followers and, this year, a cameo in The Devil Wears Prada 2, a nod to the original film’s “call Donatella, get her jet” line. Zendaya pulled a web-patterned 2016 Atelier Versace gown for the Shanghai leg of the Spider-Man: Brand New Day tour, and Miley Cyrus wore a 2015 piece to her Hollywood Walk of Fame ceremony. Further back, Jennifer Lopez’s jungle-print dress at the 2000 Grammys is the one Google credits with inspiring it to build image search. She has spent years championing younger designers too, JW Anderson and Anthony Vaccarello among them, evidence that her currency was never tied to a single job title.
Revolve was founded in 2003 by Mente and Mike Karanikolas and has traded on the New York Stock Exchange since 2019. It runs two shopfronts on one platform, Revolve and its luxury arm FWRD, carrying more than 1,600 brands, including its own labels, Helsa and Camila Coelho. Its active customer base passed 3 million this year.
The numbers behind that growth are hard to argue with. Full-year 2025 net sales reached $1.23 billion, up 8 per cent, and the momentum carried into 2026: net sales in the first seven weeks of the year ran roughly 16 per cent ahead of the same stretch in 2025. The second quarter brought $347.4 million, up 12 per cent and the third straight quarter of double-digit growth, with international sales climbing 16 percent against 11 percent domestically and July sales alone up about 18 per cent. Beauty has been the standout category, up 43 per cent year over year in the fourth quarter of 2025, small enough as a basket that it dragged down the company’s average order value even as it pulled in new customers.
Revolve’s venture with Cardi B produced the haircare line Grow-Good Beauty this past April, with Mente saying she tested every product and approved every ingredient herself. Sofia Richie Grainge has her own label with the company, and its in-house luxury line, Revolve Los Angeles, counts Bella Hadid as its ambassador. The company also opened its second permanent store, a two-store flagship at The Grove in Los Angeles, in January. Higher spending on ventures and stores like these has weighed on margins even as revenue keeps climbing, though the second quarter still closed with net income of $18.6 million, up sharply from a year earlier.
For now, what’s confirmed is a title, a set of launch markets, and a timeline stretching into 2027, when the world will finally learn what Donatella Versace decided to call the thing she built without Versace’s name on it.
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