This article originally appeared on Vogue Business.

Back in the pre-social media era, when television was king, Joan Rivers hosted “Fashion Police” on E! Entertainment Television. It was a different time. The show, which was far from politically correct (was it the most cancellable show on TV? Not quite, but it had its moments), featured a segment called “Bitch Stole My Look.” In it, Rivers and her co-hosts would compare celebrities wearing the same or similar outfits and pick a winner. Today, this feels like an outdated, pre-#MeToo relic—a low-stakes form of entertainment that often targeted women and their appearances for cheap laughs. These days, celebrities and their stylists work hard to secure exclusive, one-of-a-kind looks, making such overlaps rare.

Take this recent example: On Monday in Venice, during the annual film festival, Amanda Seyfried appeared at a photo call wearing a navy blazer, blue jeans, and a striped shirt by Dario Vitale for Versace—the exact same outfit Julia Roberts had worn just a few days earlier, also in Venice, causing quite a stir. The reason for the online buzz is clear: this is the first look we’ve seen from Vitale, who took over from Donatella Versace earlier this year. Consider it a soft launch for the collection he’ll officially unveil later this month at Milan Fashion Week. By dressing both Roberts and Seyfried in the same outfit within days, Versace managed to double the attention for a single look—not a bad move, right?

Soft launches are becoming a key strategy in a competitive landscape. Ever since Timothée Chalamet wore Haider Ackermann’s new Tom Ford design to the Golden Globes in January—a full month before the collection’s runway debut—brands with new designers have been using celebrities and red carpets to preview their work. Chalamet repeated the tactic at the Oscars, wearing Sarah Burton’s new Givenchy alongside Elle Fanning. (You can read more about this in my previous coverage here.)

The celebrity soft launch seems effective because it takes what would otherwise be industry-insider news—like a new designer’s debut—and pushes it into mainstream pop culture. Keep in mind, nearly everyone is doing this now, from Tom Ford and Givenchy to Bottega Veneta and Dior, both of which dressed celebrities in Venice with looks from their new designers (Louise Trotter for the former, Jonathan Anderson for the latter). With so much noise, how does a brand stand out? Versace seems to have found a fresh approach by having two major stars wear the same debut look, making it newsworthy twice over.

Here’s an important detail: both Roberts and Seyfried work with the same stylist, Elizabeth Stewart. Stewart is best known for her work with Cate Blanchett, who has made a point of rewearing red carpet outfits—as she did last week in Venice with an Armani Privé dress first worn in 2022. In fact, this was the inspiration behind the Roberts-Seyfried situation: Seyfried commented on Stewart’s post of Roberts in the outfit, asking to wear it herself. She did, and later posted her own photos, thanking Roberts for “sharing.”

Versace confirmed that Seyfried and Roberts are indeed wearing the same look. “We are thrilled that Amanda loved what Julia wore so much that she wanted to wear it herself,” a brand representative shared via email, explaining that Seyfried asked Versace for permission through Stewart. “The more we can encourage…”The representative added, “The more we celebrate great women, having great moments, and embodying the brand from day to night, the more we connect Versace with today’s consumer—even if that means wearing your favorite pieces more than once.”

Two celebrities wearing the same outfit isn’t exactly groundbreaking in terms of sustainable fashion, but it does make for a cute and effective social media moment. While fashion insiders debate whether the look is worth wearing twice—I’m paraphrasing a DM I got from someone respected in the industry—the public seems charmed by the move, judging by the comments on Seyfried and Stewart’s posts.

Here’s the thing: those of us in fashion often forget we know too much. We recognize this as a marketing opportunity, we know they share a stylist, and we understand how the system works. But if you set all that aside, this is a smart and successful move by Versace to maximize the impact of this first look.

Now, about the look itself. An interesting part of this soft launch strategy is that not every celebrity outfit will appear on the runway. For example, Burton showed a mini version of the dress Fanning wore to the Oscars, and it’s unclear whether Jonathan Anderson will bring some of the Venice looks to the runway. As for this particular outfit, Versace shared that it was designed with Julia Roberts in mind and offers a preview of what’s to come. The brand stated, “The irreverent iconography and iconic classicism of a great daywear look is more relevant today than ever.” So while this exact outfit may not appear in Vitale’s debut collection, the general idea will be there.

When Roberts wore the outfit on Friday, some in the industry were puzzled by the choice. Roberts is a beloved American actress, but not necessarily known as a fashion icon. The clothes themselves—a navy blazer, jeans, and a striped shirt—were pretty straightforward, nothing uniquely Versace, even though the brand’s jeans were hugely popular in the ’90s and 2000s. But maybe that’s the point: could this be Vitale’s way of showing that Versace doesn’t have to be all bombshells, chainmail, golden Medusas, and pink platform shoes? Could it be that Versace is for women like Roberts, who is 57, and not just supermodels and pop stars?

With iconic roles in films like Notting Hill, Pretty Woman, Erin Brockovich, and Stepmom, Roberts has come to represent the all-American woman. As Chaka Khan sang, she is every woman! And that may be the key to this simple look—a blazer, jeans, and a nice shirt are practically every woman’s go-to outfit today: simple, put-together, easy, and comfortable. It’s a fascinating opening statement from Vitale at Versace. Will it pay off? Only time will tell.

Comments, questions, or feedback? Email us at feedback@voguebusiness.com.

More from this author:
– Are social media spoilers ruining the fun of on-screen fashion?
– Should newly hired designers “soft launch” their debut collections?
– Old dogs, new tricks: How the fashion establishment embraced online virality

Frequently Asked Questions
Of course Here is a list of helpful and concise FAQs about the Julia Roberts and Amanda Seyfried Versace campaign

General Beginner Questions

Q What is the Two Birds With One Stone Versace campaign
A Its a 2022 Versace advertising campaign that cleverly features both Julia Roberts and Amanda Seyfried who have both played iconic roles based on the same reallife person designer Gianni Versace

Q Why are Julia Roberts and Amanda Seyfried in the same ad
A Julia Roberts played Gianni Versace in a 1996 film while Amanda Seyfried played his sister Donatella Versace in the 2018 TV series The Assassination of Gianni Versace The campaign connects their unique shared history with the brand

Q Who shot the campaign photos
A The campaign was shot by renowned fashion photographers Mert Alas and Marcus Piggott

Deeper Meaning Concept

Q What does the phrase Two Birds With One Stone mean in this context
A Its a playful pun It refers to the marketing success of featuring two major actresses in a single powerful campaign that celebrates the brands legacy

Q What is the main message of this campaign
A The message is about the enduring power and legacy of the Versace brand connecting its past with its vibrant present and future under Donatella Versaces creative direction

Q Is this campaign considered a success
A Yes it was widely praised for its clever concept highprofile casting and for generating significant media buzz and positive discussion

Common Questions Clarifications

Q Did Julia Roberts and Amanda Seyfried actually film together for this
A No the campaign consists of individual portraits of each actress They were shot separately and combined into the final campaign imagery

Q Im confused did Julia Roberts play Gianni or Donatella Versace
A This is a common point of confusion Julia Roberts played Gianni Versace in the 1996 film Friends Family She did not play Donatella

Q Where can I see the full campaign
A The campaign was featured in major fashion magazines like Vogue and on Versaces official