For Spring-Summer 2025, Versace leans into joy, confidence, and the art of self-expression. The campaign — brought to life by Mert & Marcus — presents a playful yet sophisticated world where individuality reigns supreme. 

“I have always believed in celebrating the individual. We are unique, we are vulnerable, we are brave, we are kind, we are strong,” Donatella Versace said in a press release. “Our differences are what brings us together, and what makes us fascinating to each other. This campaign captures that individuality as an attitude.”

Guided by the creative direction of Ezra Petronio, the campaign stars Loli Bahia, Jacqui Hooper, Karyna Maziar, Mona Tougaard, Tristan Watkins, and Chen Yang. Styled by Jacob K, with beauty direction from Lucia Pieroni and Mustafa Yanaz, the imagery is drenched in rich, cinematic lighting, capturing Versace’s timeless yet always-evolving identity.

Donatella Versace herself steps into the frame as a therapist, engaging in witty, surreal conversations with the season’s cast. In these cinematic vignettes, models — draped in Versace’s signature bold prints and vibrant spring hues of pink, green, and yellow — offer tongue-in-cheek confessions. One muses on the idea of losing oneself to performance, before suddenly breaking the tension with an exaggerated exclamation, “I’m having a great time!” as the camera zooms in, uncomfortably close. Another model dodges the therapist’s probing questions, her expression unreadable, only to pivot at the end and ask, with a slight, almost imperceptible smile: “Do you like my legs?”

That spirit of irreverence carries through the collection itself, where instinct meets craftsmanship. Floral-printed metal mesh dresses, clashing prints on jackets and cardigans, and intentionally off-kilter proportions create a wardrobe that feels spontaneous yet unmistakably Versace. Menswear revives the house’s signature silk baroque shirts — a nod to its ornate, maximalist legacy.

The collection’s accessories amplify the season’s playful energy. The Kleio bag arrives in tactile leather patchwork and all-over poppy beading, while the Versace Tag appears in candy-colored leather, adorned with whimsical charms.

For Donatella Versace, the message is clear: this season is about embracing joy—not just as a feeling, but as a statement, a performance, and an unapologetic declaration of self.