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The Weird Subtext in Donatella's Ad for Givenchy

Hope the Medusa won't get bitten by a single snake.
The Weird Subtext in Donatella's Ad for Givenchy Hope the Medusa won't get bitten by a single snake.

OMG, Donatella Versace posed in an ad for Givenchy, and she had this to say about the team-up: 

“I believe in breaking rules. Riccardo Tisci is extremely talented and above all my dear friend. We are family. I want to get rid of the old system, work together, support each other and make fashion a true global community.” - @versace_official on Instagram 

Versace, an Italian fashion company, is one of the last few family owned luxury houses (though its chief executives have been weighing whether or not to cede some control to other investors). Meanwhile, Givenchy is under LVMH (LVMH Moët Hennessy), the Paris-based conglomerate that owns Céline, Dior, Emilio Pucci, Fendi and of course, Louis Vuitton.

Funnily enough, Donatella’s mention of "family" versus “system” calls to mind LVMH and its own big boss Bernard Arnault, who is referred to in business circles as "a wolf in cashmere," known “as much for his art collection and skills with a classical piano as for his predatory business practices.” (For example: secretly buying out majority shares in Hermès for a hostile takeover.)

There’s some weird subtext there.

Here’s to hoping the Medusa won’t get bitten by a single snake. 

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