Versace really wants to make sure you know how to pronounce its brand name. Because yes, even though it has been 40 years since the designer label’s founding in 1978, we are all likely still saying it wrong. Now, the design team is going to great lengths to teach their customers about its history and brand values – and that includes debuting the longest photo shoot ad photo to ever to illustrate the point.
“Shot by Steven Meisel, the Versace Fall Winter 2018 campaign features the longest-ever advertising image,” the brand announced on its website. “Side by side, the never-before-seen image features a cast of fifty-four models symbolizing inclusivity and diversity, key values for Donatella Versace and her vision for the brand.”
You will be able to spot top models and brand muses in the colorfully-dressed mix, including Gigi and Bella Hadid, Kaia Gerber, and even Donatella herself. The campaign is intending to display diversity and unity through family, a nod to the brand’s team and customers who come together every day to create.
“My team doesn’t just extend to my work team,” Donatella explained, via WWD. “The Versace Clans are made of all members of the Versace family — from customers to models, fans, photographers, stylists, friends, artists and all who believe that staying relevant means moving forward and making your voice heard — all who believe that fashion is not a way to just say ‘look at me’ but rather ‘look at me, I have something to say.’”
Swipe through the slide below to see pieces this impressive Versace long photo come together in 12 parts.
You can also see a behind-the-scenes look how the photo shoot happened by viewing Versace’s Instagram video post below.
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The Versace clans come together to form the Versace logo, using their bodies as a form of physical self-expression juxtaposed to the clothes that express their different personalities. Their unity through the strength of the name Versace is a resounding expression of inclusivity. #TheClansOfVersace #TeamDV @donatella_versace Discover the #VersaceFW18 campaign at the link in bio. Directed by @ferdinandoverderi