28 May 2022
Conceived in 1989 as an “experimental laboratory”, Atelier Versace focuses on innovation and research in design, materials and technology. The entire haute couture collection is created in Versace’s Milanese Atelier - starting from the aesthetic research and visionary design to the hundreds of hours of meticulous workmanship by hand.
Atelier has always represented a celebration of the origins for Versace – a reminder of Gianni and Donatella’s mother, a dressmaker who passed on the family’s sartorial traditions from her studio. The relentless pursuit of only the highest quality materials and exceptional craftsmanship has been translated into the creation of a line of exclusive fragrances in collaboration with EuroItalia, bearing the Atelier Versace name.
The new luxury fragrance line consists of twelve scents ranging from fresh, to floral and woody - Ce?drat de Diamante, E?clat de Rose, , Jasmin au Soleil, Figue Blanche, Santal Boise?, Vanille Rouge, Encens Supre?me, Iris d’E?lite, Safran Royal, Gingembre Pe?tillant, Tabac Imperial and Fleur de Mate?.
Evoking the sartorial savoir-faire of the Atelier, the perfumes are kept in entirely hand-made packaging. The lighter, fresher fragrances are stored in clear, transparent glassware, while the more intense scents boast sleek black bottles. Created by an innovative twisting technique, the glass is enriched with the name of the fragrance written in a gold tone. Hand-crafted metal caps boast a three- dimensional Medusa motif. Sculptural bottles are packed into paper boxes embellished by a gold-tone Greek Key border painted by hand. The boxes reveal a mirror that feature the Atelier Versace logo painted in a gold tone.
The campaign imagery and video feature models together with Versace’s own Atelier tailors, capturing the moments behind the scenes of the dressmaking studio. Dressmakers explore the fragrances while some pose with the models, including Angelo, Palmi and embroiderers Anna and Maria. The advertising campaign draws inspiration from the Fall-Winter 1981 imagery captured by Richard Avedon. In the 1981 photographs, models pose together with the seamstresses – Antonia, Lina and Pina.
The luxury fragrances embody the Atelier’s absolute dedication to excellence, encompassing a studious approach to exceptional quality components, innovative techniques, hand-craftsmanship and the distinct Atelier Versace aesthetic.
Atelier Versace Eau de Parfum 100ml AUD $469. Available exclusively at: Myer Sydney City, Myer Melbourne City, Myer Online and City Perfume from 22 May 2022.