Zayn Malik is launching a fashion line for Versus - 5 reasons why it's a clever move by Donatella Versace
The news that ex One Direction singer Zayn Malik has been signed up by Italian fashion house Versace to design a womenswear and menswear collation for their Versus label, came as a bit of a bolt from the blue.
But when we started to think about it, we realised it makes a whole lot of business sense.
Vice president and chief designer of Versace, Donatella , apparently chose the 23-year-old pop star because he can make her talk to his followers. A shrewd business woman like Donatella knows that Zayn is the voice of a new, unexploited generation of potential Versus shoppers.
Here are 5 reasons why we think this collection is going to sell like hot cakes.
1. He’s got a hot model girlfriend
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Donatella realised that Zayn was the perfect person to collaborate with him when she first spotted him with Gigi Hadid , apparently impressed with what a gentleman he is.
Gigi already has a long standing relationship with Versace, having starred in campaigns and appeared on the runway. And of course the couple wore Versace to this year’s Fashion In The Age of Technology Met Gala.
2. More commercial success
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Talking to Vogue about the new collaboration, Donatella pretty much summed it up when she said: “Can I say something? I think he is smart to do this together with me now. Not because it is me, but because many rock stars they do their own line in fashion which is not relevant . . . you know, just a license. For him, this will be real fashion.”
Teaming up with a musician, instead of a designer, gives Versace a ‘rock star’ edge
In the past Versus has collaborated with the likes of Vaccarello, Jonathan Saunders and Christopher Kane, but this marks the start of a shift towards working with musicians. Donatella has described the move as “…the beginning of a new era for Versus. I think of a lot of collaborations with music people, rock stars, more than designers.”
3. It’ll be bold
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Zayn told Donatella that he likes ‘brand bold’, so something tells us this will be a cool, confident collection. Versace have built their reputation on being fierce, so this sounds like a match made in catwalk heaven.
4. The collection promises to reflect ‘who Zayn is and what he likes’
ANGELA WEISS/AFP/Getty Images
We hate it when celebs simply put their name to collaborations and sit back and wait to cash in. But it sounds like Zayn will be putting his all into this collection. Expect lots of black, zips, leather and prints with some sharp tailoring thrown in.
5. Zayn will curate the collection and star in the campaigns
What’s not to love about that?!?
Zayn Malik is launching a fashion line for Versus - 5 reasons why it"s a clever move by Donatella Versace
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