Donatella Versace ousted as creative director amid alleged plans to sell brand to Prada

Donatella Versace has stepped down from her position as Chief Creative Officer of Versace following growing tensions with the company’s CEO, John D. Idol.

Sources tell Page Six that the luxury brand’s management, under Capri Holdings, is looking to sell the iconic fashion house to Prada, with Donatella allegedly becoming a scapegoat amid plummeting sales.

Versace, which was founded by Donatella’s brother Gianni in 1978, has been at the forefront of luxury fashion. However, following the 2018 acquisition by Capri Holdings, tensions within the company escalated. Fashion insiders reveal that Donatella felt increasingly sidelined by the company’s leadership, particularly after the appointment of CEO Emmanuel Gintzburger.

Despite her long tenure at Versace and her pivotal role in the brand’s success, she struggled to maintain creative control and was eventually forced to step down as lead designer.

While Donatella remains Chief Brand Ambassador, she is banned from using her family name in any future ventures. Under her contract, she is also prohibited from designing clothes for any competing brands. This move is seen by many as part of a broader strategy to rebrand Versace and potentially sell it to Prada, a deal that was previously discussed but fell through in 2023 due to antitrust issues.

Donatella’s leadership has been instrumental in maintaining Versace’s reputation for bold, glamorous designs. However, Capri’s focus on profitability has led to a shift in direction, including a push for more accessible products and higher price points. The brand's revenues have reportedly declined, prompting discussions of a sale.

As Dario Vitale, the new creative director, prepares to take over, Donatella’s legacy will remain firmly associated with the brand, despite these significant changes.