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In September of 2018, the fashion industry was turned upside down when designer Michael Kors purchased Versace, the legendary Italian fashion house, for $2.1 billion. Kors owns Capri Holdings Limited, who had also purchased Jimmy Choo, the designer shoe brand, for $1.2 billion last year. 


Prior to being aquired by kors and Capri Holdings Limited, Versace was a family owned company. It was founded by Gianni Versace in 1978 and after his murder in 1997, the company was taken over by his siblings Donatella and Santo. Donatella acted as the brands creative director for brand, becoming one of the most recognizable figures in fashion. However, as the brand entered the 2000s it went into financial decline, which led it to be scooped up by Kors for a pretty penny.


Kors promised that Donatella would still have a role in the brand after it was taken over and he kept true to his promise. Yesterday, model and influencer Bella Hadid took to Instagram with the brand's new campaign, which features Versace as a tattoo artist.

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In the campaign Hadid flaunts a vibrant cyan dress while the word "Versace" is inked onto her arm by the iconic fashion figure.

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Take a look at the video below to see the full campaign and let us know what you think of tattooing being incorporated into the fashion industry in the comments section on Facebook.