US – Versace features heavily in Bruno Mars’s new track, Versace on the Floor, helping the luxury fashion house to achieve greater awareness among a younger pop-loving audience. In addition to the title of the song, Versace is heavily referenced in the lyrics in which Mars sings about his co-star Zendaya’s Versace dress, and in the song’s video, in which the pop star wears custom-made Versace garments.
The song has already proved popular and has amassed more than 15m views on YouTube since it was published on 13 August. Although the name-dropping of brands by music artists is not new, until now it has usually been initiated by the performer and often left unacknowledged by the brand. This shift marks a new era of symbiotic marketing in which brands such as Calvin Klein and Versace work with artists such as the XX and Bruno Mars to the benefit of both.