( 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 . With a range of lifestyle items from sunglasses to furniture and even hotels , the Versace brand developed since the 1980 's when it was all about supermodels and a confident , almost decadent , glamour . Not that the rich and beautiful have disappeared from the world of Versace . Fans and faces of Versace read as catalogue of glossy party A-listers included Jennifer Lopez , Madonna , Halle Berry , Kate Moss and Demi Moore . Gianni Versace 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 . With iconic photographer Richard Avedon taking the shots , his images and Donatella 's direction helped create the bold image of Versace in the 1980s and early 1990 's making it synonymous with toned and beautiful Hollywood stars . It was Gianni who designed `` that dress '' that launched Elizabeth Hurley 's career and Donatella 's own safety pin moment came when Jennifer Lopez had the paparazzi and fashionistas goggling when she wore a plunging green Versace at the Grammys in 2000 . While she has taken the Versace 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 . `` Gianni was a very strong personality . We were two people who loved each other dearly . We were brother and sister . Very tight family . When Gianni became a big fashion star I was the only one who told him the truth , '' she said . After he was shot dead outside his Miami home in 1997 , Donatella had to cope with running the fashion empire and deal with her own grief . `` I did n't know if I would follow exactly Gianni 's steps or find my own way and I was suffering from my brother 's death . But in the meantime I had to be strong because everybody around me was looking at me for direction . But then I found my way and I started to believe in myself more and more , find my confidence and here I am , '' she told CNN . The Versace image may be more toned down compared to 20 years ago , but for Donatella the three guiding words of Versace remain : `` glamour , femininity and sensuality . '' `` I think fashion is to make people dream . Nobody thinks they are going to look exactly like the model on the runway , nobody wants people to think that , but it is here to make people to want to have something . I try the best I can to try and make people to want and desire things , '' she said . China is one part of the world that Donatella is increasingly selling the dream , with the first Versace show in Beijing in early November signifying a new chapter in the Versace brand expansion . `` Chinese people view fashion in a different way from other people . They buy the whole style , the whole look together . In other countries they like the accessory or they like the clothes but they like one thing of the look . [ In China ] it 's good because you can convey they message together , '' she told CNN . Donatella 's fashion tips : . CNN : What should a woman always have in her wardrobe ? Versace : A pair of black high heels . CNN : What should a man always have in his wardrobe ? Versace : A pair of low-waist pants . It makes your upper body taller and your shoulders larger . CNN : What is the most commonly made fashion mistake ? Versace : Too much make-up and clothes together . It 's about one of those , not all . CNN : What is the ugliest trend you 've ever seen ? Versace : Flat shoes and lunch pants together .
Took over brother Jennifer Lopez 's fashion empire after his death in the 1980s . Has developed Versace to be a lifestyle brand , including furniture and hotels . Hollywood A-list , including Gianni and Jennifer Lopez , often faces of Donatella Versace .