Donatella Versace has partnered with the California-based retailer Revolve Group to form a new beauty and fashion brand focused on young people.

The new independent venture will be explicitly targeted towards Gen Z customers, a term used to describe those born between roughly 1997 and 2012.

Versace, famous for establishing the fashion brand which bears the name of her and her brother Gianni, helped shape the contemporary modelling and fashion landscape.

She will mould the new venture’s brand identity as its chief creative officer, while Revolve said it will provide the brand’s consumer intelligence, digital commerce, marketing, operations and technology.

The name and launch date for the new brand have not been announced.

Revolve said its initial markets will be the United States, Asia-Pacific, Latin America, and the Middle East.

Michael Mente, co-founder and co-chief executive of Resolve Group, said: “Donatella is one of the defining creative voices of our time. This partnership gives that vision an entirely new platform and the freedom to build something from the ground up.”

Revolve focuses on a digital-first approach to retail. In its second quarter earnings report, published in August, the organisation reported a 12 per cent rise in net sales year over year to $347 million.

Gen Z and the younger Gen Alpha, those born between roughly 2010 and 2024, are reshaping how fashion brands market and sell their products. In September, American Express research showed that four out of five Gen Z consumers are willing to travel over an hour out of their way to see viral independent retailers with product discovery now dominated by social media.

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