(CNN) -- As recognizable as the brand itself, Donatella Versace is adamant about one thing in fashion: "Fashion is not frivolous," she told CNN. Glamour, femininity and sensuality: The three watchwords of Donatella Versace's fashion empire. It may not be frivolous, but in many respects it is a form of fantasy, something that Versace has developed as head of the Italian fashion house since taking over the reigns after the tragic death of her brother Gianni. "We sell a lifestyle, so to own one piece of Versace is like to own a whole outfit of expensive things. That's why we do many different things," she told CNN.
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Took over brother Gianni's fashion empire after his death in 1997
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Has developed Versace to be a lifestyle brand, including furniture and hotels
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Hollywood A-list, including Jennifer Lopez and Madonna, often faces of Versace
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@placeholder was one of the first fashion designers to recognize the power of celebrity, and Donatella, working with her brother, had a strong hand in the advertising campaigns.
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While she has taken the @placeholder company in her own direction, Gianni was a huge influence on her life, encouraging her to join him when he was setting up his burgeoning fashion business.
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When @placeholder became a big fashion star I was the only one who told him the truth," she said.
Donatella Versace
Donatella Versace
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The Versace image may be more toned down compared to 20 years ago, but for @placeholder the three guiding words of Versace remain: "glamour, femininity and sensuality."