It’s a wild world on the market—don’t you simply wish to slip into one thing extra comfy?
Because it seems, you do, as a result of Versace robes, for years the epitome of aspiration, at the moment are a wardrobe staple. Versace’s robes—with their signature baroque Versace trim, and the terry fabric print studying, “VERSACE VERSACE VERSACE” like a terry-cloth rendition of the Migos hit—have lengthy been a part of hip-hop lore, as elemental to Diddy’s picture as his all-white wardrobe, as integral to the inner-being of Drake as heartache. And so they have at all times represented a candy life at all times triumphantly past attain. You’ll by no means be on this yacht, smoking this cigar, recording a smash hit like this, performing shirtless to a sold-out crowd (…telling time by the pool like Floyd Mayweather?). The Versace Gown actually seems to be like movie star, the crowning the lengthy street in direction of a life well-earned.
Now, although, the gown has entered a brand new age of ubiquity. In line with ForwardPMX’s annual report on on-line luxurious manufacturers, robes are, for the primary time, a high key phrase search in attire this 12 months, coming in proper under “wrap” and simply above, when you can imagine it, “tuxedo.” Meaning extra persons are trying to find robes than tuxedos. That’s luxurious! And it isn’t simply any gown that’s bought the individuals looking out: It’s a Versace Gown, the report notes. That’s a speculation bolstered by a report launched earlier this 12 months by Lyst, which listed the Versace bathrobe as one of many hottest males’s merchandise: searches for the gown had been up 240% within the fourth quarter of 2018. Lyst prompt that the Versace Gown growth was “seemingly influenced by the likes of Kanye West, Kevin Hart, and Drake, who’ve all posed within the hanging, immediately recognizable gown on Instagram.” (In all probability didn’t harm both that Drake namedropped them within the 2018 freestyle “Behind Barz”: “Versace resort and I am takin’ the robes.”)
What this implies is that buyers—aka normies, aka individuals such as you and me—now really feel they need to store and gown and dwell like celebrities. To enterprise a principle: maybe we’ve found that “straightforward fame” isn’t as e-z as social media made it look. And now we simply wish to look well-known, as a substitute of going to all the difficulty being well-known appears to ivolve.
Neiman Marcus is a storied purveyor of the Versace gown—they carry the gown in a number of kinds and colorways, in addition to the coordinating slippers, in addition to the coordinating bedspread!—so I reached out to get their take. Russ Patrick, a senior vp and basic merchandise supervisor, famous that high-fashion designer garments are usually on the rise amongst males, however that “designer manufacturers, resembling Versace, have reworked the on a regular basis gown into a press release piece that elevates [a man’s] look inside-and-outside the house.” He added that various the shoppers, “influenced by celebrities,” are shopping for the robes to put on not solely at dwelling, but in addition “by the pool, on the seaside, or on a ship as a strategy to stand out with consolation and elegance.” It’s just like the standing inflatable pool toy—besides $595. (Which appears kinda reasonably priced, within the grand scheme of Versace!)
On Instagram, #versacerobe places issues in additional instant phrases. Males are posting post-brow raise selfies (#cosmeticsurgery #versacerobe); guys are posing on Toronto resort balconies and quoting that Drake tune; cryptocurrency brokers are letting us know that “typically you simply have to remain dwelling and chill.” The Versace Gown, lengthy the logo of unattainable leisure, is now the official image of the trimmings of fame, minus the precise doldrums of movie star—it’s “consolation and elegance,” as Patrick stated. On this age of topsy-turvy movie star, what’s a greater definition of fame than that?