In today's Thursday Styles, Critical Shopper Molly Young informs us that a Versus boutique has quietly materialized on Greene Street, not far from the downtown home of its mother brand, Versace —and she is not entirely sold on it.
As usual, there is an extensive introduction to the label, a relic of the brand's '90s high point when there appeared to be an infinite number of sub-brands connected to Gianni Versace —Versus, Istante, Versace Jeans Couture, V2 Versace Classic, Versace Sport etc. etc...
With the company's more streamlined 21st Century model, the Versus label has been exhumed as a laboratory of sorts for emerging designers who can be trusted to keep the line's point of view well within the hidebound Versace aesthetic of sex, skin and Rock and roll. Current creative director Anthony Vaccarello seems to fit that bill nicely, turning out sexy dresses and separates that cost about a quarter of what analogous pieces in the premier Versace collection would go for, but our shopper is not swayed to even go through the perfunctory try-ons, wondering exactly who these offerings are aimed at. "Who is the Versus girl? I couldn’t extrapolate from customers on any of my visits, because there weren’t any," she writes in a cold jab that may say more about the store's quiet arrival than the public's appetite for Versace at a price. Still, this version of Versace seems more watered down to our shopper than re-interpreted, as her shopping companion suggests, “It seems like the kind of brand that would thrive in the duty-free section of an international airport”. Perhaps the shop's saving grace will be that SoHo remains teeming with tourists primed to respond to this sort of thing.
Critical Shopper: Versus Versace Store in SoHo: Caught in Transition By Molly Young (NYTimes)
Versus Versace 75 Greene Street between Broome & Spring Streets, SoHo