Versace fans smear Michael Kors as 'tackiest man alive' following brand's sale

"Cheap fabric for soccer mums." "Duty-free cheap [expletive] you buy at the airport." "A brand about to go from high-end luxury to... Walmart."

Versace fans used all kinds of colorful comparisons to criticise the sale of the Iconic Italian fashion brand sale to Michael Kors, taking to social media to mourn what they saw as the brand's sullied legacy.

The iconic Italian fashion house of Versace has been bought out by handbag maker Michael Kors Holding.Credit: Bloomberg

Following rumours on Monday, the sale of the Gianni Versace fashion house to Michael Kors Holdings was confirmed on Tuesday, in a deal worth more than $US2 billion ($2.75 billion).

Versace acolytes responded on social media with all the drama one would expect, invoking the name of the Gianni Versace to condemn the sale.

"Gianni Versace didn't die for his ICONIC brand to be sold to some cheap & tacky designer who is the epitome of locals knowledge on designer brands & whos bags u can't even tell the difference between the fakes they sell in Turkey," read one viral response. "This is the end of Versace. I'm so disappointed."

Some on social media were quick to point out the differences between Kors' luxury and lower-priced lines.

Designer Michael Kors was dubbed the tackiest man alive by diehard Versace fans.Credit: AP

"Michael Kors isn't cheap, actually @MichaelKors has marketing smarts," read one rebuttal. "The 'cheap' stuff you see is the less expensive collection & he also has a high end line. So while you can get a MK purse for $400, there is also one for $4000. That's why he's close to owning @Versace!"

That didn't stop other Versace fans from calling Michael Kors the "tackiest man alive".

Founded by Gianni Versace in 1978, the company has been run by his heirs since his murder 21 years ago. The Versace family still controls 80 per cent of the company and the investment firm Blackstone owns the remaining 20 per cent, with Gianni's sister Donatella Versace helming the brand, recently presenting her latest collection during Milan Fashion Week.

"This is a very exciting moment for Versace," she said about the sale. "It has been more than 20 years since I took over the company along with my brother Santo and daughter Allegra. I am proud that Versace remains very strong in both fashion and modern culture. Versace is not only synonymous with its iconic and unmistakable style, but with being inclusive and embracing of diversity, as well as empowering people to express themselves. Santo, Allegra and I recognise that this next step will allow Versace to reach its full potential."

McClatchy