On the third day of a Milan Fashion Week during which modernity has become a code for success, Donatella Versace set out her own agenda for the future.
"This is about the Versace of now, the Versace of tomorrow" she said ahead of Versace's autumn/winter show today. Taking her lead from the Internet - a medium, Versace said, "that couldn't work quick enough for her" - she presented #greek - a collection littered with references to social media.
The show was streamed live across the Internet - a first for Versace - and featured hashtags rendered in sequins on thigh-high cocktail dresses. Admittedly, this collection was no lesson in modernity but a love-letter to the Versace customer of today - a women who demands sex appeal, and lots of it.
Riffing on the house's deep rooted association with Greek mythology, Versace reworked the classic medusa logo - into what she described as the "Versace emoji" - and presented it on sweaters, long sleeve jersey dresses and volumnious coats.
A series of asymmetric jackets, cut shorter at the front to echo the hashtag motif, served to showcase the designer's skill as a tailor. Shoulder bags, emblazoned with the new emoji, also stood out.
Keen to cash in on a renewed demand for luxury clothes with bold logos, Versace unveiled sweatshirts which were emblazoned with the house's signature motif as well as earrings -modelled by supermodel Karlie Kloss - and chockers.
A striking colour palette of pillar box red, yellow and green ensured that these were clothes that packed a punch.
Poking fun at her label's reputation for maximalism, Versace insisted that this was a collection of daywear. And even went so far as to describe the latest addition to her footwear offering - a two-inch heel boot - as "a flat".
Her statement wasn't entirely misguided- tights printed with the Versace logo as well as the sweaters and a boxy bomber jacket undoubtedly took their lead from contemporary street-style. But the overriding message today was that this was a high voltage, unashamedly OTT collection that will turn heads at any time of day.
