Donatella Versace, the renowned Italian designer, is collaborating with Revolve Group to create a new business. Their new brand is being built around the habits of younger generations, for whom much of shopping and socializing now takes place online. In-person interactions have dwindled to the point of near extinction. Fashion shows are streamed, entire collections summarized in digital press releases, and clothing moves from the runway to the website, available to shoppers with the press of a few keys.

Revolve has adapted to this environment, becoming one of the largest American-based online retailers. Versace has also maintained her relevance in the digital age, with Donatella becoming one of fashion’s most-followed personalities online.

“I believe creativity should be fearless, inclusive and alive in the world. I have always been inspired by the next generation, in music, film, art and, of course, fashion. This partnership gives me the freedom to speak to that generation in a completely new and personal way, through beauty and fashion. REVOLVE understands something I believe deeply: culture comes from connection. Together, we want to create that connection with a new voice, a new look and a new energy,” says Donatella Versace.

Together, Versace and Revolve will create a space for both commerce and community. Although details of the project have yet to be released, the collaboration will center on participation from fashion lovers alongside the creation of fashion and beauty products. The business will be led by Donatella as Chief Creative Officer, pairing her creative expertise with Revolve’s expansive digital network. Together, they are setting out to imagine the future of fashion.