Versace is preparing for a significant reset. Pieter Mulier, the brand’s newly appointed Chief Creative Officer, officially steps into the role this July. However, his first collection will not appear until early 2027.
The delayed debut is part of a broader strategy set out by the Prada Group, which acquired the brand and is now steering its next chapter.
During a recent earnings call, Executive Chairman Lorenzo Bertelli and CEO Andrea Guerra outlined plans to reposition Versace further up the luxury ladder. The approach is clear: prioritise prestige, scale back mass-market offerings and take a patient, long-term view of creative development.
A key move in that plan is the revival of Atelier Versace, Versace’s storied haute couture line. Bringing it back places a renewed focus on craftsmanship and exclusivity.
At the same time, the group is streamlining the brand’s portfolio by phasing out more accessible labels, including Versace Jeans Couture and other ready-to-wear sub-brands. The focus will instead shift to premium, full-price collections distributed more selectively worldwide.
The repositioning comes as Prada Group continues a strong growth run, reporting five consecutive years of gains with 2025 revenues nearing €5.72 billion. Against that backdrop, the strategy is straightforward: build long-term brand desirability rather than chase quick sales. For Versace, Mulier’s arrival signals the start of a carefully paced, high-luxury reset.
