VERSACE FW16 CAMPAIGN CELEBRATES CHICAGO’S VITALITY

Versace is not one to stop pushing boundaries. Speak of the brand, and its unabashed sexiness will spring to mind; Versace is not the kind to err on the safer side of things. Come FW16, however, while the Italian label remains dauntlessly audacious, the house presents a more toned-down and sleek image, as exhibited in its campaign film “Chicago Is My Beat.”

We’re talking about the modern family here. Shot by Bruce Weber, the latest campaign film presents It Girls Gigi Hadid and Karlie Kloss as young parents in – and this we approve of in a nod towards racial diversity – interracial relationships. Despite the controversy surrounding this film, one cannot ignore the sharp professionalism of the men, clad in sleek leather jackets, suits and ties: a reflection of the FW16 collection. And of course, Versace being Versace, printed bodycons come out to play – congruent to the brand’s usual codes of sexiness – and is that a glimpse of fur we see? There is an injection of fun, with lots of dancing, cuddling and a general overflowing of mutual support and love. It’s a celebration of diversity and strength.

“Chicago is going through a tough time at the moment and could use a little encouragement – just like we all need every once in a while. Because the kindness of its people helped me to make these photographs, I feel like I can now call Chicago ‘my beat’,” stated Bruce Weber.

"Invest in the brand!"