Versace has partnered with the Beijing International Film Festival, becoming the official designated fashion luxury brand of the 15th edition of this cinematic celebration.
The move marks the first company news since the Milanese fashion house announced on March 13 that Dario Vitale would be its new creative director and that its longtime designer Donatella Versace would become the brand ambassador.
“The fashion house will leverage its rich heritage of image-making and values of empowerment and self-expression to support the next generation of Chinese and international cinema talent,” Versace said in a release. The brand did not say what exact roles its new ambassador or designer would play, if any, in the festival.
This partnership with the Beijing International Film Festival (BJIFF) comes from a shared passion for the visual arts—its creation, experimentation, and fostering. Since its inception, the House of Versace’s visual vernacular has been a 360-degree creative proposal that embraces a unique blend of photography, film, the performing arts, and cinema, the brand continued.
“Versace’s bond with the world of cinema is inseparable. The world’s leading screen talents choose to express their authentic selves off screen wearing Versace, with the presence of Versace design on the red carpet of international film awards and festivals undoubted,” Versace added.
Under Donatella’s direction, the house had a remarkable red carpet track record—notably attiring Jennifer Lopez in the famed jungle-print low-cut dress for the Grammys in 2000; Beyoncé in slinky black velvet at the Academy Awards in 2005; Blake Lively as a bronzed goddess for the Met Gala in 2022; and Jennifer Aniston, Kate Hudson, and Penélope Cruz as screen goddesses at various Oscar ceremonies.
2025 marks the 130th anniversary of the birth of world cinema, the 120th anniversary of Chinese cinema, and the 15th anniversary of the founding of the Beijing International Film Festival (BJIFF).
This year’s BJIFF will host hundreds of events spanning diverse formats and themes—driving creativity, nurturing outstanding works, empowering the industry’s transformation, and stimulating the high-quality development of the film market.
Versace will take an active role in the Beijing Market’s Pitch Training Camp, allowing young talent to participate in professional training led by a panel of mentors. This year, the camp has expanded its recruitment across the Chinese-speaking world, inviting emerging talents in production, directing, art direction, and cinematography. Participants will co-create original short films on contemporary themes, amplifying fresh voices and uncovering rising creators.
Through its participation in the Pitch Training Camp, Versace continues its aid for creativity in the visual arts, with particular encouragement of new-generation talent.
Versace’s support of BJIFF will climax with the Beijing Film Night dinner on April 20, combining Versace’s passion for nurturing creative talent with visual spectacle and glamour.
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