What changes is Prada making to the Versace brand?

Prada is increasing full-price sales, reducing discount channels and campaigns, and discontinuing secondary lines like Versace Jeans to focus on the high-end Atelier Versace line.

When will Pieter Mulier's first Versace collection be shown?

Pieter Mulier, the new creative director, is expected to present his first collection for Versace in early 2027.

How will Versace's acquisition impact Prada's financial results?

The acquisition weighed on Prada's profit margins in 2025 and will continue to affect operating profit in the current year, with improvements expected from 2027.

Home / Business and Economy / Prada Reshapes Versace: Farewell Jeans, Hello Couture

Prada Reshapes Versace: Farewell Jeans, Hello Couture

5 Mar

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Summary

Prada aims to boost full-price sales by reducing discount channels.
New creative director Pieter Mulier's first Versace collection is set for 2027.
Versace Jeans and other sub-brands will be discontinued by Prada.

Prada Reshapes Versace: Farewell Jeans, Hello Couture

Prada is undertaking a significant strategic overhaul of the Versace brand following its acquisition. The group intends to elevate Versace's market position by prioritizing full-price sales and significantly reducing its reliance on discount channels.

This strategy includes gradually phasing out factory outlets, which currently account for over 30% of Versace's sales, and curbing general discount campaigns. Prada's Finance Chief, Andrea Bonini, confirmed the discontinuation of the Versace Jeans line and all other secondary ready-to-wear brands.