MANIFESTO

#64

MUSE TWENTY FANZINE

HAVE YOU EVER BEEN IN LOVE?

2024.10.28

Text by Lucrezia Sgualdino

Trance Therapy, the new Versace Jeans Couture campaign, plunges into an imaginary, fairy-tale and surreal world to portray the unique and authentic sensation of falling in love. Characters find themselves catapulted into a vortex of emotions that catalyse their deepest bonds. 

It’s a dark fairytale the one conceived by Versace Jeans Couture for the new Fall-Winter 2024 campaign. The details of the collection come into perfect harmony with a tale that is blurred, distorted but full of feeling. The elements of dream and desire prevail over any logical narrative. The magical and the ethereal merge to create an almost frightening spell. The supernatural, on the other hand, introduces ecstasy; the characters seem to be in a trance, enraptured by a spiritual connection that also evokes the more familiar feelings of love and longing. The Houses’s codes are redefined and rethought, they become dark but at the same time romantic, the silhouettes are fluid and sensual while the prints are graphic and raw, with a Gothic inspiration. The entire collection is a journey through time, which begins in the authenticity of the pure feeling of love and goes on to investigate the less clear sensations that peep into the heads of young people as they begin to discover new inner experiences.

The dreamlike landscapes depicted in the campaign serve as a perfect frame for the collection’s key pieces, which are characterised by enchanting, mythical, imaginary details. The forms are frayed and distorted, as if to tell of the effects of passing through a hostile, difficult and hostile nature. The lines are slipped over the bodies, there are more romantic and sensual proposals, such as flared mini dresses or those with midi lengths, cut-outs, worn under denim tops. Suits with pleated miniskirts and printed short tops. The Chromo Barocco and Couture versions are proposed with a black background, in pink and gold, on dresses, leotards, t-shirts, tops, shirts and sweatshirts. Aesthetic references from the past are once again immersed in the feeling of nostalgia, redefining those characters so dear to the 2000s that determined the general lines of the Y2K aesthetic. Every subculture has drawn inspiration for details or accessories, and here the reference to the Gothic style is clear and evident. The colours are mostly dark, black takes the lead, necklaces, pendants and rings are strictly silver, along with studs and chains.

Each moment of the campaign, directed by Jeroen Dankers and shot by Alberto Pelayo, is a testimony to the universal feeling of falling in love, and at the same time an image of the dynamic and timeless spirit of the collection itself. The love story is revealed in three parts, in three moments, as if to stop time, to leave the possibility of free interpretation and above all not to disturb the personal intimacy of the two subjects. The centre of the short film is the moment of seduction between the two individuals, the moments of intimacy become fleeting and the glances intense. After separating, however, the two continue to meet again, on remote roads and in different environments. They always find themselves alone, lost in their own thoughts. Until, pulled by celestial mechanics, they meet again in a final encounter. In the moment that mirrors the trance-like state of the overwhelming involvement of a romantic encounter. Between the energy of stones and amulets. Between lights and enchanted landscapes. Between special effects and ephemeral elements. And you, have you ever been in love?

Discover the entire collection on versace.com.

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