By and  on September 22, 2011

MILAN — Versus bows at Versace’s historic Via Gesù headquarters here Sunday, marking the company’s drive to turn the collection into a distinct and relevant brand.

“This is the first [Versus] show at the palazzo since we’ve taken production in-house, it’s like the birth of a baby or a first day at school,” said Versace chief executive officer Gian Giacomo Ferraris. Earlier this year, the company bought back the Versus license from Swinger International SpA. Ferraris is proud of Versace’s integrated production platform in Novara, Italy, and the spring 2012 season is the first produced in-house.

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