Photos courtesy of Versus Versace Photos courtesy of Versus Versace

Eight subcultures unite for Versus Versace

Wed, Sep. 6, 2017
Cairo – 6 September 2017: Eight young creatives, with eight different subcultures unite for the brand new

Versus fall /winter ‘17

campaign, capturing the energy of subcultures that breathe inclusion across the planet – the new Sub-Versus community.

Conceived by Artistic Director Donatella Versace, the talents stand for non-conformity, defiance and self-belief, a creed at the heart of Versus. Each artist is disrupting culture in their own way, never compromising their creativity or point of view. Photographed by Ben Toms, each shot expresses an authentic and spontaneous mood, reflecting the Versus universe through their eyes.

“I really admire the young creatives in the new Versus campaign. I call them the Sub-Versus Generation, a community of subcultures taking a stand for their beliefs and for their individuality.” says Donatella Versace.



Tommy Genesis: underground rap artist from Canada, pushing boundaries with her lyrics and artistry.

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Lily Mcmenamy: American-born English model leads a new generation of models shaking up how the fashion industry represents youth.

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Rina Sawayama: Tokyo-born musician and model standing up to racism, sexism and prejudice in the fashion industry.

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Rejjie Snow: hip hop artist and producer from Ireland - individuality is key both in his music and life.

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