Versace Robes Are Now a Wardrobe Basic

It’s a wild world out there—don’t you just want to slip into something more comfortable?

As it turns out, you do, because Versace robes, for years the epitome of aspiration, are now a wardrobe staple. Versace’s robes—with their signature baroque Versace trim, and the terry cloth print reading, “VERSACE VERSACE VERSACE” like a terry-cloth rendition of the Migos hit—have long been part of hip-hop lore, as elemental to Diddy’s image as his all-white wardrobe, as integral to the inner-being of Drake as heartache. And they have always represented a sweet life always triumphantly beyond reach. You will never be on this yacht, smoking this cigar, recording a smash hit like this, performing shirtless to a sold-out crowd (…telling time by the pool like Floyd Mayweather?). The Versace Robe really looks like celebrity, the crowning the long road towards a life well-earned.

Now, though, the robe has entered a new age of ubiquity. According to ForwardPMX’s annual report on online luxury brands, robes are, for the first time, a top keyword search in apparel this year, coming in right below “wrap” and just above, if you can believe it, “tuxedo.” That means more people are searching for robes than tuxedos. That’s luxury! And it isn’t just any robe that’s got the people searching: It’s a Versace Robe, the report notes. That’s a hypothesis bolstered by a report released earlier this year by Lyst, which listed the Versace bathrobe as one of the hottest men’s products: searches for the robe were up 240% in the fourth quarter of 2018. Lyst suggested that the Versace Robe boom was “likely influenced by the likes of Kanye West, Kevin Hart, and Drake, who have all posed in the striking, instantly recognizable robe on Instagram.” (Probably didn’t hurt either that Drake namedropped them in the 2018 freestyle “Behind Barz”: “Versace hotel and I’m takin’ the robes.”)