The Legacy of Luxury: Rhode and Tate McRae Honour Versace’s Timeless Elegance

The past plays a crucial role in this process, with iconic styles, designs, and moments often revisited to craft a sense of nostalgia and timeless elegance. Whether through the re-release of past collections or contemporary references, luxury brands often dip into their own legacy, as well as other brands paying homage to the icons.

This blend of history and innovation not only serves as a way to connect with existing customers but also to captivate new audiences, creating a bridge between generations. One such example is Rhode’s latest campaign with Tate McRae, which tastefully pays tribute to Versace’s opulent style and history.

Homage & Honour in Luxury: The Power of Reuse

"Homage" refers to a brand’s deliberate act of celebrating or reinterpreting a legacy, whether from its own history or another’s. This isn’t just about copying; it’s about using nostalgia and design to foster emotional connections with consumers.

By tapping into familiar styles or past campaigns, brands can evoke memories and build trust, creating a deeper bond with their audience. A design, logo, or visual from the past often brings a sense of comfort, making nostalgia a powerful tool in brand strategy.

This can also fuel creativity by reworking established concepts to make them feel fresh and relevant to current trends. Whether reviving archival pieces or reimagining iconic imagery, the goal is to strike a balance between the classic and the contemporary.

This process strengthens a brand’s identity by telling a story of continuity and clarifying where it wants to be positioned. For luxury brands, it’s more than just being a label - it’s an ongoing conversation about values, heritage, and where they stand in today’s cultural landscape.

Respect vs. Copying

The line between paying tribute and copying can be thin. A well-executed homage honours the original’s legacy while introducing something new, enriching the brand's narrative without simply replicating the past.

If the homage feels forced or the legacy is mishandled, it can alienate customers. Striking the right tone and context is essential - brands must understand their audience and approach this with caution and relevance to avoid backlash.

Tate McRae & Rhode: A Bold Step in Beauty Marketing

Hailey Bieber's highly spoken-about beauty brand, Rhode, is known for its trendsetting marketing strategy. In its latest campaign, the brand takes cues from an established luxury fashion house.

Partnering with Tate McRae - a pop star known for her own blend of cool, youthful energy and emotional depth - Rhode’s campaign is a clear homage to the glamorous and timeless elements of Versace. The colourful, dramatic aesthetic paired with McRae’s edgy vibe channels Versace’s maximalist approach but in a modern, streamlined fashion. The campaign references bold colours and lavish textures - hallmarks of Versace’s iconic style in the '90s.

By aligning with McRae, a rising star whose style reflects both luxury and accessibility, Rhode crafts a narrative that speaks to a younger demographic while also staying connected to the exclusivity and prestige that comes from adapting Versace’s legacy. The campaign isn’t merely about selling a new product; it’s about invoking the same level of status that Versace has come to represent.

This marketing strategy serves as a perfect example of how modern brands can use homage to pay respect to older, iconic brands while also remaining relevant to a contemporary audience. Rhode is positioning itself as a luxury player in the beauty world - one that understands the power of history and past trends, using them to fuel its future.

Who else has done this?

Chanel Embracing Their Own Heritage

Chanel has consistently referenced its own heritage in its perfume campaigns, particularly in how they market Coco Mademoiselle, often using imagery that echoes the timeless sophistication of the brand’s original Chanel No. 5 advertisements.

The marketing, with its elegant visuals and high-fashion approach, nods to the brand’s roots in Parisian luxury, evoking both nostalgia and modern femininity.

Zara and Luxury Fashion Houses

Zara has frequently drawn inspiration from luxury brands like Balenciaga, influencing both its product designs and marketing strategies. However, this practice is often criticised as a direct copy, highlighting a key flaw in the fast-fashion model.

While Zara may aim to pay homage to these high-end aesthetics, the approach can undermine the exclusivity and originality that define luxury brands, ultimately diluting the uniqueness of the designs in the process.

Levi’s and Their Trending History

Levi’s taps into its heritage by reviving 90s fashion, reintroducing baggy jeans and vintage-inspired designs. Their Instagram highlights imagery and campaigns that are inspired by the era’s cultural icons, from musicians to shows like Dawson’s Creek.

The trend of the 90s Edition 501 jeans, with their relaxed, mid-rise fit, offer a nostalgic throwback. By embracing this retro aesthetic, Levi’s fosters an emotional connection with customers, allowing them to relive the past while enjoying contemporary styles.

Glossier and Luxury Beauty Aesthetics

Glossier has often drawn inspiration from luxury beauty brands like Dior, particularly in its minimalist packaging and overall aesthetic. The brand’s signature pink-and-white colour scheme and clean design have been compared to Dior’s refined, elegant visuals, reflecting broader trends in the luxury beauty industry toward simplicity and sophistication.

While Glossier positions itself as more accessible, it has been accused of borrowing elements from luxury marketing to elevate its image. Through influencer campaigns and aspirational messaging, Glossier taps into the luxurious ethos of brands like Dior, appealing to consumers who want the exclusivity without the hefty price tag.

What Can We Learn from This?

Balancing the Old and New: The most successful homages manage to blend nostalgia with innovation. While honouring the past, brands can create something fresh and exciting for the present.‍

Emotional Connection: Nostalgic references aren’t just about past designs; they’re about invoking emotions. Creating campaigns that resonate on an emotional level helps brands connect more deeply with their audiences.‍

Cultural Relevance: Luxury brands can use this in their marketing to build bridges between history and modern culture, ensuring that their legacy is relevant and vibrant.‍

Respect: When paying homage, it's crucial to innovate while showing respect for the original’s legacy. This doesn’t mean copying - it means drawing inspiration and making it your own.