Donatella Versace 'breaks the rules' as new face of Givenchy

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Donatella Versace may be the creative force behind her family's iconic label, but that hasn't stopped the 60-year-old from championing a fellow designer. The fashion icon is the new face of Givenchy's Autumn/Winter 2015 campaign, wowing in the label's creative director Riccardo Tisci's designs, styled by iconic editor Carine Roitfeld.

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Donatella Versace is the new face of Givenchy

Donatella unveiled the striking black-and-white images, shot by renowned photographer duo Mert Alas & Marcus Piggott, on the Versace Instagram account, explaining her unusual decision to promote another label.

"I believe in breaking rules," she wrote in the caption. "Riccardo Tisci is extremely talented and above all my dear friend. We are family. I want to get rid of the old system, work together, support each other and make fashion a true global community."

Riccardo himself also explained why he had chosen to work with someone who is essentially one of his competitors in the industry.

"I approached my friend Donatella because she represents what a Fashion Icon is to me," he said in a statement. "We thought it was time to break boundaries and give a strong message about how to think Fashion."

Riccardo Tisci and Donatella are close friends

The news that Donatella is fronting the campaign isn't a surprise for fashionistas – Riccardo had revealed the news back in April, with the fashion pack eagerly awaiting to see the pictures ever since.

"So proud and honoured to introduce my new ultimate icon: Donatella Versace," he wrote on Instagram at the time, alongside a black-and-white image of the pair. "FW15 Givenchy Family Campaign MORE TO COME. @givenchyofficial @versace_offical #mertandmarcus @mertalas @macpiggott @carineroitfeld #donatellaversace #loveandrespect #givenchy campaign #FW15."

It's not the first time Givenchy has caused a stir – in May superstar Beyoncé sparked speculation that she would fronting a campaign for the label after the 33-year-old was spotted on a photoshoot with Riccardo, clad head-to-toe in his designs and posing for the camera on a rooftop in Brooklyn.