Versace Spring 2020 Ad Campaign with Jennifer Lopez

At the beginning of this millennium, Jennifer Lopez made history when she wore a green Versace dress to the 2000 Grammy awards. Not only was the fashion world astounded, but technology and its social impact were changed forever: Google was led to unveil a new, image-based search engine to accommodate the demand for photos of JLo in her instantly iconic dress.

“I am so proud Google Images was invented after Jennifer wore that dress. Today, we celebrate that moment that was possible thanks to this incredible woman!” – Donatella Versace

Now Versace is celebrating that legacy and its progression into the future with its Spring 2020 ad campaign. Featuring Jennifer Lopez and Kendall Jenner, the campaign furthers the synthesis of technology and fashion explored on the Spring/Summer 2020 runway. These two women type their own names into a holographic search engine, and are confronted with images of themselves. An interesting visual interplay between technological elements and Versace’s classical motifs and jungle prints takes shape.

Photographed by renowned duo Mert Atlas and Marcus Piggott, these images of images point to the curious contemporary relationship of self and simulacrum. A screen becomes a mirror; one can only recognize oneself in the curated replicas they produce. Jennifer Lopez seems both trapped and empowered by the woman that technology and social consciousness have determined her to be.

But there is a strong message of the personal being beautiful; that sense of empowerment wins out over that of being trapped. Rather than enshrining and perpetuating the achievements of the past, technology is presented as a tool for progress, a way to both understand the past and improve the future. Versace displays timely wisdom in navigating this intersection, which always arrives at an ever-changing present.

In terms of my career, the Jungle dress really marked a moment in time. To me, Versace represents empowerment and putting something beautiful out into the world. It’s a dream to collaborate with my friend Donatella again on this gorgeous campaign and to create something new and fresh out of a piece of iconic fashion history.
– Jennifer Lopez

Jennifer Lopez inspired the world yet again when she wore the iconic Versace dress on the Spring 2020 runway and then again on SNL. It was a stunning celebration of personality and change, of the timelessness of beauty and yet the ever-changing shapes it takes. Here’s looking forward to the next 20 years.