Demna is the new artistic director of Gucci

The creative director of Balenciaga, Demna Gvasalia, has just been appointed as the creative director of Gucci. The double-G brand had just been left without a leader after Sabato de Sarno announced his departure from the atelier last February. Leaving Balenciaga starting in July, Demna remains within the Kering group. This choice could represent a strategic move by the French luxury group, which is currently struggling to face a critical financial moment caused by a 46% drop in profits in 2024. At Balenciaga since 2015, Demna has established his own distinctive aesthetic—provocative and controversial—making the brand's name stand out in both luxury streetwear and couture. Now, the designer will have to attempt to relaunch Gucci; judging by the time fashion houses are giving each creative director, he will have very little time to succeed in this endeavor.

In the press release announcing Gucci's new creative direction, Demna stated: «I am thrilled and excited to become part of the Gucci family. It is an honor for me to embark on this new project for a brand that I deeply respect and have admired for a long time. I look forward to writing a new chapter in Gucci's extraordinary history together with Stefano and the entire team.» Meanwhile, Gucci CEO Stefano Cantino added: «I have always looked with respect at Demna's creative vision, which is both bold and unparalleled. His deep respect for the iconicity and tradition of brands blends with an extraordinary contemporary sensitivity. Building on Gucci’s core values, Demna will lead the Maison toward a renewed identity along with a new cultural relevance.»