The fashion world has been eagerly awaiting the Prada Group’s vision for its newest crown jewel, and the conglomerate has finally revealed its strategy. Rather than rushing to unveil a new creative direction, the group is taking a deliberate, exclusivity-driven approach to reposition Versace at the very top of the global luxury hierarchy.

Prada Group Executive Chairman Lorenzo Bertelli and CEO Andrea Guerra outlined the plan during a conference call discussing the company’s strong 2025 financial results. At the center of the transformation is newly appointed Chief Creative Officer Pieter Mulier, who will officially assume his role on July 1. However, the industry will need to wait before seeing his vision on the runway. The brand confirmed that Mulier’s debut collection is scheduled for early 2027, allowing the designer significant time to focus on research and the development of future collections rooted deeply in the house’s original DNA.

Alongside Mulier’s creative leadership, the Prada Group is preparing a sweeping structural reset aimed at restoring Versace’s prestige. A key pillar of this strategy is the revival of Atelier Versace, the house’s historic haute couture line. Reintroducing the label to the ultra-exclusive world of custom, high-fashion dressmaking signals a renewed commitment to craftsmanship and the highest tier of luxury.

At the same time, the group plans to scale back Versace’s more accessible product lines. Guerra confirmed that the entry-level Versace Jeans Couture line, along with several other ready-to-wear sub-brands, will be discontinued. The decision forms part of a broader repositioning strategy designed to prioritize full-price, high-quality sales and a more selective global distribution network.

With the Prada Group celebrating its fifth consecutive year of growth—reporting 2025 revenues approaching €5.72 billion—the company appears ready to apply its proven luxury playbook to its latest acquisition. By emphasizing long-term desirability over rapid commercial expansion, the groundwork is being laid for a bold and uncompromising new chapter for Versace.

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