Instagram’s latest collaboration brings digital connection to life as Jake Fleming, the rising model and fashion content creator, steps into the world of Versace—all thanks to a viral moment.

Over the past year, Jake’s follower count skyrocketed from 55K to 295K, driven by his signature humor and personality-driven Reels. His stylish nods to vintage Versace in one of his videos caught the attention of Donatella Versace herself, who followed him and slid into his DMs after seeing his content on her Feed. What started as a virtual admiration led to an IRL meeting at Versace HQ, culminating in Jake’s invitation to the Versace show at Milan Fashion Week—all captured in an exclusive Reel on @instagram.

“I love Jake. His sense of humor, creativity, and his style,” Donatella Versace shares exclusively to V. “I was thrilled to connect with him on Instagram and then finally meet him in person in Milan at the Versace show. He is now part of the Versace Family.” 

This collaboration is a reminder that fashion’s most fun connections don’t always start on the runway, but in the DMs.