>> I bet there were PR chicks all over the world scratching their heads over what to do with Versus' latest campaign.  One click on the Versus website, which houses their collections as non-seasonal "happenings" and on to the M.I.A. capsule collection page, you find an ever-shifting grid of GIFS created by Jaime Martinez, plonked about in Geocities web 1.0 style, which in itself has become some sort of a venerable digital aesthetic.  Certainly print publications aren't going to be able to GIF it up on their pages and most of the digital arms of publications can't even host GIFs in their format of their news articles.  This collection, as per Versus' collaboration with J.W. Anderson, isn't really meant for the normal channels in fashion.  They're meant to spread like virals, pop up on countless anonymous Tumblrs, liked a thousand fold and in the process, a new audience might portion off some of their budget they've reserved for labels like Hood by Air and Kenzo (two prime examples of fashion labels with Insta-verve) for some of these Versus x M.I.A. pieces when they hit the online store on 16th October.  

"It's always been a part of the M.I.A. culture – to talk about bootlegs, and people that sell them or make them," explains M.I.A.  "When I was approached by Versace, it seemed like a good idea to take that and reverse the cycle.  Versace designs have been bootlegged, now it's Versace bootlegging the bootleg for the bootleggers to bootleg the bootleg."  Got that?  That's a whole lot of bootlegging.  These are essentially faux-fakes or real-fakes depending on how you look at it but at the core of it, it's a catchy typographic print blending in elements of Versace's rich design language, given mad props by a culturally significant music artist.  

You could say that Versace have cannily and shrewdly jumped onboard the 21st century digital bandwagon for a ride to take Versus to "street" level covetability – you know, get down with the kids and all that shitttttt.  But when you compare Donatella Versace's eagerness to become a part of a vernacular and world that her peers quite often shun, it's quite commendable, even if the ultimate goal is profit.  Look at the way Saint Laurent Paris has taken umbrage at Sarah Andelman at colette for selling those 'Ain't Laurent without Yves' tees that were hardly going to cut into or damage the sales of Saint Laurent pieces on the shopfloor.  Then on the flipside look at Olivier Rousteing at Balmain's significant Instagram following and his ability to laugh at the prolific logo-twisting going on by wearing a "Ballin'" sweatshirt made to look like the Balmain logo.  Being able to at least seen to not take oneself so seriously in fashion has cachet in a fashion industry where the status quo is on a constant tilt – kind of like the way these images are moving really.    

Versus Versace X M.I.A_gif


Comments (11)

  1. Very nice post!!!
    xxx mariposa!

  2. Elisa says:

    Versus rocks so much!!!
    I love it!!!
    My Fantabulous World

  3. WOWS says:

    Cool effect!
    Kisses from
    Today I show you a very Chic outfit with pencil leather skirt that I wore to attend the Valencia Fashion Week!.

  4. Jay says:

    Awesome effect! Love the outfit!

  5. milex says:

    she’s the right person

  6. Just discovered your blog love your style & pictures!
    Check my blog out, i make my own clothes & take pictures of my style.

  7. beautiful post

  8. omg i LOVE her!! every thing she does has a political and social message including this line! cant wait to see the full collection !!

  9. Iris says:

    Ah this is awesome! Great match. Not sure if it’s a little late since I feel like the MIA hype might be over? I still like her though and I’m looking forward to see what this collection will be like.
    xoxo Iris

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