Versace may be best known for adorning the fashion elite in glitzy ballgowns but the Italian fashion giant is turning its hand to an unlikely venture – adding glamour to Nine Elms by dressing up a 50-storey skyscraper.

The designer, which counts singers Katy Perry and Lady Gaga as fans, will turn lavish interior designer to deck out a new £600 million Vauxhall property dubbed the ‘Jenga’ tower.

The move marks its first tie-up with a real estate developer in the UK. Buyers of the 450 flats could expect them to be fitted with Versace Home products ranging from cutlery to wallpaper and lighting.

The company is partnering with Middle Eastern developer Damac Properties on the project, Property Week reported. The pair has worked on a number of tie-ups together, including developments in Dubai and Lebanon.

Mark Dornan, head of London residential development at Strutt & Parker, said: “There are a number of fashion-branded residencies across the globe, such as the Armani apartments in Dubai. It is a trend we are beginning to see in the UK.”

The high-end property is part of a radical makeover of Nine Elms, with thousands of new homes being developed and an overhaul of New Covent Garden Market.