Maluma Fronts Versace Spring 2022 Advertising Campaign – WWD


BABY VERSACE: Donatella Versace has been in a very musical mood lately. After tapping Dua Lipa to promote Versace’s fall 2021 ad campaign and walk the brand’s spring 2022 show in Milan, she cast Colombian singer-songwriter Maluma as the face of spring 2022 menswear ads.

“When I first met Maluma, I immediately felt his energy and endearing personality. He is forward-thinking and never afraid to challenge himself,” Versace said. he’s the kind of man who makes a difference and makes the world a better place, that makes him the perfect Versace man.”

Maluma defined the nomination as “a dream come true”, also for the opportunity to continue “to represent Colombia in the world through music, fashion and much more”.

“Fashion is one of my biggest passions outside of music and to be part of the vision of Donatella and the Versace family is an honor,” he added.

Shot by Mert Alas and Marcus Piggott, Maluma is pictured against a white backdrop wearing tailored looks in fuchsia and aquamarine as well as a burgundy varsity jacket with the designer’s name embroidered across the heart. Next to him in some shots is a special guest — his dog Buda.

Maluma is front and center in the Versace Spring 2022 ad campaign.
Mert Alas and Marcus Piggott / Courtesy of Versace

Officially launched today, the campaign was teased by Versace herself. The brand’s creative director asked her 7.5 million Instagram followers to guess the star of the adverts by sharing a detail of the varsity jacket Maluma is wearing in the images.

A neck tattoo helped many identify the Reggaeton star.

Maluma has worn Versace on stage and to red carpet events, including the 2021 Met Gala where he wore an all-red cowboy-inspired leather two-piece suit and walked up the stairs with Versace herself.

The singer, who turns 28 next week and has previously collaborated with Madonna, Shakira, Ricky Martin, J Balvin and The Weeknd, is not new to the fashion world. He previously worked with brands such as Dsquared2 and Pyer Moss on tour wear and performance looks, respectively, and last year launched a limited-edition line of ready-to-wear and sneakers with Balmain. .


Comments are closed.