Donatella starts again, with Revolve holding the platform

Donatella and Revolve Group announced a joint venture on Monday, September 21, 2026, creating an independent beauty and fashion business built around Donatella's personal creative vision.

The structure matters more than the glamour. This is not a licensing deal or a designer collaboration dropped into an existing assortment. It is a new venture and a new online platform, with Versace's former creative director supplying the point of view and Revolve supplying the machinery — a digital-first business that has spent a decade turning cultural conversation into orders.

"I believe creativity should be fearless, inclusive and alive in the world," Donatella said in the announcement, describing the partnership as freedom to speak to a younger generation "through beauty and fashion" with "a new voice, a new look and a new energy."

For Revolve, listed in New York and long dependent on other people's labels, an owned brand attached to one of the most followed designers in the world is a margin story as much as a fashion one. For Donatella, it is a route back to market that does not require a heritage house's approval, at a moment when personal brands travel further than maisons.

The venture is pitched at how a new generation discovers style, shops, and shares — language that suggests the platform will behave like a media property with a checkout rather than a label with a website. The test will be whether a name made famous by the runway can carry a business designed for the feed.

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →