Versace’s boutique opened in 1978 and quickly became internationally recognized. Versace was fascinated by ancient Greek history inspiring the Versace logo, Medusa a Greek mythological figure, known for making people fall in love with her. Versace became known for breaking the rules of fashion, his designs were anything but understated, with bold prints and sexy cuts. A saying circulated in the fashion world with the rivalry between Versace and Giorgio Armani that ‘Armani dresses the wife, Versace dresses the mistress.’ In 1982 one of Versace’s most famous creations, the chainmail dress called ‘Oroton’ was launched this was one of Versace’s signature materials and is still seen on red carpets today. In 1982 Versace expanded into Jewellery and Houseware, unusually Versace retained complete control over all aspects of his company. In 1989 the firm expanded into haute couture, famously featuring supermodels such as Naomi Campbell and Christy Turlington in his campaigns. He realised A-listers were trend influencers and was the first to have them on the front rows at shows. Versace became known as the Rock n Roll designer as his famous cliental was extensive, in 1990 Elton John began his world tour in Versace designed costumes. In 1996 Versace opened his flagship store on Fifth Avenue, Manhattan.
After Versace’s murder in 1997, Donatella took over creative director and his brother became SEO. The company’s evolution continued and in 2000, ‘the green dress’ worn by Jennifer Lopez at the 42nd Annual Grammy Awards gained a lot of media attention being voted the most ‘fifth most iconic dress of all time.’