In September 2017, FX released the first promotional teaser for The Assassination of Gianni Versace, showing doves sitting outside Versace's former mansion and flying away when two gunshots ring out.[35] A second teaser was released that same month, depicting Versace's sister Donatella placing flowers on a casket.[36] In October, a third teaser was released, depicting some police radio communications as a black clothes cover, with the name Versace on it, is being closed.[37] The same month, a fourth teaser was released, showing Donatella kissing the stairs where Gianni was murdered, before entering in his mansion.[38] On Halloween day, FX aired a new promotional video during a commercial break of the ninth episode of American Horror Story: Cult, which announced that the season would premiere on January 17, 2018.[4]
In November 2017, four new teasers were released. The first showed Versace relaxing next to his pool, as Cunanan comes out of it.[39] The second depicts D'Amico leaving Gianni's house, as he hears two gunshots (the unseen murder) and runs to see what happened; while a voice-over by Ricky Martin as D'Amico says that he was Gianni's partner and lover.[40] The third shows Donatella and Gianni hugging and watching themselves in front of a mirror, as the latter tells his sister that she would be Versace without him.[41] The fourth depicts a running sewing machine, which ends up having some issues and not being able to finish its work.[42]
On November 15, 2017, the first full trailer for the season was released via the Twitter account of the series. It shows moments from Cunanan's unstable past and the first aftermaths of Versace's murder.[43] The same day, it was announced that the first episode of the season would be available five days before the official premiere for FX+ subscribers.[6] On November 28, 2017, FX released a new short trailer depicting the main cast of the season: Cruz, Ramírez, Martin and Criss; while a voice-over by Criss as Cunanan reveals how he feels the same as Versace.[44]
In December 2017, more teasers were released. The first opposed Versace and Cunanan as they speak about themselves and their pasts.[45] The second featured a Versace fashion show where models start crying, as news reports about the designer's death are heard.[46] The third showed Cunanan trying to convince someone that he really has a date with Versace, while the scene is being cut by shots of the murder and its aftermaths.[47] The fourth one features Donatella Versace in a black dress for her brother's funeral;[48] the fifth showed different rooms of Versace's mansion, with multiple voice-overs by different characters;[49] and the sixth featured a showering Cunanan, surrounding his face with duct tape, as Max Greenfield's Ronnie asks him what he is doing.[50] On December 28, a first look at the series was released, with interviews from the crew and the cast.[51]
At the start of January 2018, a new teaser was released. It featured Criss-as-Cunanan changing the license plate of his car and greeting a young girl, while a voice-over is saying that the police are looking for him and that he is very dangerous.[53] On January 16, 2018, the full red band trailer was released,[54] and a short version premiered the next day.[55]
