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VERSACE JEANS COUTURE

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Italian fashion house Versace is synonymous with Italian luxury and star-studded glamour, and has been since its founding in the 1970s. Over the years, the main label has spawned off-shoot lines, also called diffusion brands, including Versace Jeans Couture, Versus Versace, and Versace Collection.
After Michael Kors purchased Versace in 2018, the first business decision was to integrate Versus with Versace Jeans, forming Versace Jeans Couture (VJC), which today is the only Versace diffusion line. According to chief executive officer Jonathan Akeroyd, “this merger will allow [Versace] to further develop the Versace Jeans collections and at the same time not to lose the DNA and codes that made Versus so iconic.”
Versace Jeans Couture has become extremely popular as it offers trendy, informal and accessible clothing, while incorporating stylistic elements of the main Versace collections.
The diffusion line is dedicated to informality and youthfulness, and therefore focuses on new trends, such as oversized sweatshirts, sneakers, bold prints and patterns, all with signature accents and bright colours. Versace Jeans Couture is the perfect mix of high fashion and streetwear.

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