The house of Versace was founded in 1978 by designer Gianni Versace, showing mens and womenswear in Milan, Italy. The main ideas of the fashion house revolve around fashion being glamorous and sexy, which Versace incorporated not only into his ready-to-wear, but also his famous theatre and ballet costume designs of the 1980s. Versace has consistently pushed the boundaries of fabric technology, utilising a metallic mesh used in aeroplane manufacture to create sensuous evening dresses, and using leather for both day and evening attire. Versace was one of the first designers to use lasers to cut clothing and also to fuse fabrics in place of sewn seams. Versace's fashion shows of the late 1980s and early 1990s were credited with helping to create the cultural phenomenon of 'The Supermodels', a cadre of top fashion models frequently featured in Gianni Versace's catwalk presentations and high-profile advertising campaigns photographed by Bruce Weber and Richard Avedon. The early 1990s Versace collections were marked for their exuberant combinations of print, embroidery and heavy embellishment, often including a Greek cipher and a Medusa-head motif which became a trademark of the house. The house has been a favourite label amongst music figures and celebrities, including Madonna, Elizabeth Hurley, Jennifer Lopez, Elton John, Prince and Diana Princess of Wales. In 1989, Versace created its Atelier Versace line of hand made alta moda or haute couture dresses. Despite the Italian base of the house, the Atelier Versace line was shown as part of Paris haute couture until Spring 2005, when the collection began to be shown via static presentations and appointments. In July 1997, shortly after presenting his Autumn/Winter haute couture collection in Paris, Gianni Versace was killed outside his Miami home. His sister Donatella Versace, who headed the Versus line since its inception in 1989, was named creative director of the Versace Group. besides fashion, the Versace label is famous for perfume and make-up, a flamboyant and baroque range of interior goods and has diversified into luxury hotels.