For its Fall/Winter 2020 denim campaign, Versace Jeans Couture pays homage to the iconic jeans garment. Present in each collection, denim is a foundational element of the brand to which the visionary Gianni Versace gave new life in the 1980s through his high fashion approach. In his words “the minute I understood that I could play with jeans I treated it like a canvas and decided to give it an aristocracy it had never had before”. Through a striking, playful, and unique art direction, the campaign aims to encapsulate how the brand subverts and reinterprets a timeless classic in edgy yet elevated fashion.