Versace Jeans Couture
Prada Group · Italy
Versace Jeans Couture is the denim-led diffusion line of the Italian house Versace, which Prada Group acquired on 2 December 2025. Gruppo Facchini began licensing and distributing it in 2009, and it became Versace's only diffusion line in 2014. Prada Group has announced plans to discontinue it.
| Parent house | Versace (founded 1978 by Gianni Versace) |
|---|---|
| Owner | Prada Group (since 2 December 2025) |
| Licensing | Gruppo Facchini from 2009 |
| Status | Planned discontinuation announced in 2026 |
| Segment | Denim and casualwear |
| Website | versace.com |
What is Versace Jeans Couture?
Versace Jeans Couture is the more accessible, denim-led line of the Italian luxury house Versace. It is a licensed line rather than the main fashion collection, and it carries the Versace name and Medusa identity at a lower price point.
History
Gruppo Facchini began licensing and distributing the line in 2009, starting with the spring and summer 2010 season. Since 2014 it has been Versace's only diffusion line, after several other sub-brands were merged into it. It was later licensed to Swinger International.
Ownership and leadership
Versace was owned by Capri Holdings from January 2019. Prada Group completed its acquisition of Versace on 2 December 2025 for 1.375 billion US dollars. The house was founded by Gianni Versace in 1978 and is based in Milan. Pieter Mulier was named chief creative officer in February 2026 and starts on 1 July 2026, while Donatella Versace remains with the brand as chief brand ambassador.
Products and positioning
The line has focused on denim and casual clothing, positioned between luxury ready-to-wear and mainstream denim.
Why it matters
The line is an example of how a luxury house used licensing to reach a broader audience. In 2026 Prada Group announced plans to discontinue it entirely and to run Versace without diffusion lines, according to the source reviewed, so its future as an active line should be checked against current announcements.
Frequently asked questions
Who owns Versace Jeans Couture?
It is a line of Versace, which Prada Group acquired on 2 December 2025. Before that, Versace belonged to Capri Holdings from January 2019.
Is Versace Jeans Couture being discontinued?
The source reviewed reports that in 2026 Prada Group announced plans to discontinue the line and to have no diffusion lines for Versace. Check current announcements for the latest position.