On Brands

Manager Woman: Our store managers report customers entering the premises.
Gianni Versace: Can you speak louder, please?
Manager Woman: I’m sorry. Uh I was saying, customers are discussing the dresses, but not buying them.
Gianni Versace: Even after all that publicity? They celebrate my sister, but they don’t buy the dress? I don’t understand.
Manager Woman: We are in the midst of a global downturn. Customers are turning away from grandeur and showmanship. They want simplicity and practicality.
Gianni Versace: Who wouldn’t want the dress that made my sister a star?
Manager Woman: I can only comment on the numbers, and the numbers are bad.
Donatella Versace: Hmm, perhaps the dress is perfect for the red carpet, but we need a simpler version for the customer.
Gianni Versace: One design, two dresses?
Donatella Versace:  Yes, one dress to catch the headlines, to get the attention, and another one to be worn.
Gianni Versace: Okay.
(BOX SLAMS)
Donatella Versace: Gianni, please don’t start. I’m only reacting to the sales.
Gianni Versace: I’m reacting to the sales as well. Tell me, what do you want to remove?
Donatella Versace:  Do you want to sell nothing? Is that acceptable for a business?
Gianni Versace: Tell me what do you want me to remove from the dress that you and I made. Tell me.
Donatella Versace:  You want me to wear the dress and talk about female empowerment, and then keep my mouth shut when we are in the studio.
Gianni Versace: No, Donatella, a design is a design. It has a heart. It has a soul. It is whole.
Donatella Versace:  And there is a place for that, on the runway. But there also has to be a place for a woman to be able to wear a dress and not feel uncomfortable.
Gianni Versace:  Feel uncomfortable?
Donatella Versace:  Not every woman wants to be the center of attention.
Gianni Versace: Well, then this is not the dress for them!
Donatella Versace:  Why does everything have to be so extreme?
Gianni Versace:  Why are you whispering?!
Donatella Versace:  Why are you shouting?
Gianni Versace: Am I being patronized?
Donatella Versace:  All I’m saying is that we are a fashion house, and we have to make clothes that people want to wear. That’s all I’m saying.
Gianni Versace: Madame, what are you wearing? That-that-that neat little suit? – Armani, yes?
Manager Woman: Well, you cannot expect me to give a sales presentation wearing this.
Gianni Versace: Huh? Wearing this?
Donatella Versace: What?
Gianni Versace: Okay.
Donatella Versace: What are you doing? Gianni. (MUTTERING) Stop. Gianni.
Gianni Versace: Now. Now. Now it sells? Now it’s gonna sell? It’s gonna sell more, this little black dress? Is it normal enough? – Is it normal enough? – (CLATTERING) (HUFFS)
Donatella Versace:  Gianni.
Gianni Versace: What is it?
Donatella Versace:  Gianni, you are too tired.
Gianni Versace: I can’t, I can’t hear you. I can’t Do you hear her?
Antonio D’Amico: I can hear her perfectly.
Gianni Versace: I can’t hear you either. I can’t I can’t hear. I can’t hear.
Donatella Versace:  Call a doctor.
Manager Woman: I’m gonna get a doctor.
(CRYING): Donatella, I can’t hear.
Gianni Versace:  Donatella, I can’t hear, I can’t hear.
Donatella Versace:  It’s okay.


Scene

Transcript from American Crime Story Season 2 Episode 7 (Ascent)

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