Very Group has launched the first multicategory campaign for its Haus of Flamingo concept, moving it beyond just womenswear. The travel-focused two-part TV-focused campaign, called ‘The Departure’, aims to inspire the desire for shopping spring looks with the digital retailer releasing the second phase later this spring.

The campaign also offers a timely introduction of new fashion categories as the Haus of Flamingo umbrella branches out from womenswear “to reflect customer shopping habits”.

In addition to women’s must-haves, the campaign showcases products from menswear and kidswear, as new data from the online retailer reveals “a significant 40% of its fashion customers are shopping cross-category”.

Telling a story of escaping the dull, grey winter “and flocking to the ever-fabulous Haus of Flamingo”, the new ad is set in a stylised airport environment, “making recognisable airport moments look chic”.

An overweight bag also provides an “opportune moment to elevate an outfit”, while the security gate “is the perfect time for Very’s signature flamingo pose”.

The Departure campaign features a hero 30-second TV advert, along with cut-down versions, including a Very Pay bespoke asset, mens and kids stand-alone assets and an extensive suite of social-first content. 

The ad was produced by Kode and directed by Lu Xiao Wei and includes a selection of stills captured by photographer Aura Skulskytè.

It will run in the UK and Ireland, across TV, VOD, social media, press and online.

Very Group said: “Haus of Flamingo has had a flying start since launching in summer 2024, driving strong brand attribution and greater distinction. This has driven an impressive 10% uplift in brand consideration across the retailer’s womenswear category.”

Jessica Myers, chief customer officer at The Very Group, added: “We’re now rolling the [Very] platform out across our other fashion categories to really showcase our amazing multi-category offering which we know is important to our customers as it gives them the ease of buying for themselves and their family all in one place.”

She added: “Cutting through the sea of sameness in the women’s fashion space is hard, but Haus of Flamingo does exactly that, with data showing we’re on to a winner. The Departure encourages customers to free their inner flamingo, empowering them to express their confidence and unique sense of style.”
 

And the merry-go-round of creative directors continues. On Thursday, Capri Holdings announced big news — Versace’s chief creative officer Donatella Versace is stepping down from that role and will assume the new role of chief brand ambassador.

Stepping into her shoes? Capri CEO John D Idol said that “Dario Vitale will be joining the House of Versace as its new chief creative officer. He is a strong design leader, and we are confident that his talent and vision will be instrumental to Versace’s future growth”. 

Formerly design and image director at Miu Miu, he takes up the post on 1 April with his predecessor saying that “championing the next generation of designers has always been important to me. I am thrilled that Dario Vitale will be joining us, and excited to see Versace through new eyes”.

There was no mention of the possible sale by Capri of the Versace business nor of whether Prada might end up as its eventual owner. It’s certainly interesting that Vitale comes from Prada-owned label Miu Miu. Reports earlier this month suggested Prada was moving closer to a deal to buy it for almost €1.5 billion.

Vitale himself said he’s “truly honoured to join Versace… and to be a part of this special and powerful fashion luxury House created by Gianni and Donatella. The House of Versace has a unique heritage that has spanned decades and has shaped the history of fashion. I want to express my sincere thank you to Donatella for her trust in me, and for her tireless dedication to the extraordinary brand that Versace is today. It is a privilege to contribute to the future growth of Versace and its global impact through my vision, expertise and dedication.”

It’s a big change for the business with Donatella having been in creative control since the death of her brother and label founder Gianni Versace in 1997.

She will now “dedicate herself to the support of Versace’s philanthropic and charitable endeavours and will remain an advocate for the brand globally”.

Clearly the company isn’t one that favours a rapid turnover of creative directors and Capri chief Idol added that the latest changes are “part of a thoughtful succession plan for Versace”.

Donatella also said: “I want to thank my incredible design team and all the employees at Versace that I have had the privilege of working with for over three decades. It has been the greatest honour of my life to carry on my brother Gianni’s legacy. He was the true genius, but I hope I have some of his spirit and tenacity. In my new role as chief brand ambassador, I will remain Versace’s most passionate supporter. Versace is in my DNA and always in my heart.”

Meanwhile CEO Emmanuel Gintzburger paid tribute to the outgoing creative chief and her successor, saying: “Versace is what it is today because of Donatella Versace and the passion she has brought to her role every day for nearly 30 years. I am confident in the company and where it stands today, as we are well-prepared for the organisation to write this new chapter for the house. Dario Vitale is a rare talent, who deeply respects the essence and values of Versace and clearly understands it’s growth potential. We are convinced that his experience and vision will bring a new perspective to the brand.”