So hip it hurts: Versus relaunches for digital natives

The Italian luxury brand has been counting down the Versus relaunch on a new dedicated Tumblr inspired website 

VersusVersace for a month, and is engaging digital natives with content across a raft of new social media channels.  The brand relaunch climaxed with an interactive runway show in New York last week, to showcase the collection, now positioned as a seasonless collection of house classics, and its new, one-season capsule line by London based designer JW Anderson. 

Versace courted bloggers for the event, to help share content such as images from the visible backsage area and videos of live commentary via Google Plus Hangouts. The runway was intercut with live performances from bands. 

The new Versus collection was available online immediately after the show, with the capsule collection by JW Anderson launching online and in partner stores such as Browns Focus that will host a dedicated pop-up, on June 15.  

Like the recent launch for Karl Lagerfeld’s Karl line, this brand relaunch focuses on a digital strategy. Luxury brands are increasingly targeting New Luxury Millennials with digital campaigns.