The Italian luxury brand is making a play for the Brazilian market with a new partnership with department store Riachuelo, which was shown off at this week's Sao Paulo Fashion Week.
Versace has teamed up with Riachuelo for a new clothing line set to arrive exclusively in Brazil. The campaign was shot by Mert Alas and Marcus Piggott and features Brazilian model (and Victoria's Secret 'Angel') Adriana Lima.
"I adore Brazilian women! They are strong and have such a positive attitude" explained Donatella Versace. "This collection is like a sparkle to me when Versace and the Brazilian women are meeting. It's perfection".
The women's pieces, shown on the Sao Paulo runway Thursday, arrive in a mixture of black, off-white, purple, pink, coral and yellow colors, with strong prints on t-shirts and jeans, which also feature Guipure lace (filet lace) details. Other items include neoprene cropped tops, pencil skirts and high-waisted shorts, all ready to be paired with studded sandals and statement maxi jewelry. Prices range from R$49.90 (approx. US$19/€16) for a top, up to R$399.90 (approx. US$156/€125) for the most expensive dresses.
The companies are donating R$1 million for the Associação de Assistência à Criança Deficiente (AACD), an NGO dedicated to helping disabled children and their families. It's the first time Versace has teamed up for a collaboration with a Brazilian brand. They're joining a trend kicked off earlier this week by British designer Stella McCartney who also announced a capsule collection with C&A in Brazil during Sao Paulo Fashion Week. Previous Versace collaborations include their collection with Swedish fast fashion retailer H&M.