ROME — Donatella Versace is giving up the creative reins of luxury fashion label Versace after nearly three decades, it was announced Thursday, effectively ending the family's hold over the brand founded by her murdered brother.

The platinum blond fixture of Italian fashion, who turns 70 in May, will be succeeded by Miu Miu's design director Dario Vitale, in what some industry insiders see as a prelude to an upcoming acquisition of Versace by its larger rival Prada, which also owns Miu Miu.

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