Created by Gianni and Donatella Versace in the late ‘80s, Versace Jeans Couture is a label that goes through constant reinvention, sitting at the very forefront of contemporary fashion. Born on the runway, jeans were first shown together with the couture collection, an endeavor that had never been seen before. This innovation contributed to the name of the brand – Versace Jeans Couture. Today, the brand is the meeting point between high-fashion detail and contemporary urban context. Jeans are designed incorporating innovative principals of couture through material, construction and detail. A fundamentally utilitarian material, denim is enriched with colorfulor gold-tone stitching. Consequently, the brand completes the Versace promise, bringing bold, forward-thinking and innovative approaches to those who don’t follow the rules or pre-defined trends.