Gianni Versace used the mythological creature Medusa as the symbol of his brand, as he believed his clothes will have the same fatal attraction appeal. For this campaign concept, the iconography of the Medusa character is emphasized throughout as an AI character with the tagline #MedusaReturns. Historically, the mythical figure has been used to criticize a powerful woman, with the re-telling of this story through digital marketing strategies, Versace will continue depicting female empowerment.​