The fashion world is once again shaken by a major creative shakeup: Demna, the visionary behind Balenciaga’s radical transformation, has been named the new creative director of Gucci. Set to officially start in July 2025, Demna will succeed Sabato De Sarno, who recently exited the Italian fashion house after less than two years at the helm.
A New Era for Gucci
Kering, the luxury conglomerate that owns Gucci, made the surprise announcement at its Paris headquarters, signaling a dramatic shift in creative direction for the brand. Gucci, Italy’s largest fashion house by revenue, has faced financial struggles in recent years, reporting a 23% loss in 2024. The constant turnover of designers suggests the brand has been searching for a reinvigorated vision. With Demna’s appointment, it seems Gucci is ready to embrace bold, unconventional creativity.
Despite his avant-garde, often satirical approach to fashion, which starkly contrasts Gucci’s traditionally opulent aesthetic, Demna’s ability to fuse heritage with modernity makes him an intriguing choice. His past collaborations—most notably the 2021 Balenciaga x Gucci “Hacker Project”—may offer a glimpse into how he plans to reinterpret the house’s storied legacy.
Balenciaga x Gucci “Hacker Project”
Demna’s Balenciaga Legacy
Over the past decade, Demna has redefined Balenciaga, turning the once-classic couture brand into a powerhouse of futuristic, thought-provoking fashion. Since taking over in 2015, he has built a brand identity rooted in irony, cultural commentary, and technological experimentation. His tenure saw Balenciaga become one of the most talked-about labels in the industry, with viral moments ranging from oversized streetwear to dystopian runway shows.
Before transitioning to Gucci, Demna will showcase his final Balenciaga couture collection on July 6 during Paris Haute Couture Week. As of now, no successor has been announced for his role at Balenciaga.
Kering’s Endorsement and Industry Reactions
François-Henri Pinault, chairman and CEO of Kering, praised Demna’s contributions, stating, “His creative power is exactly what Gucci needs. As I thank him for everything he has accomplished over the past ten years, I look forward to seeing him shape Gucci’s new artistic direction.”
Gucci’s CEO, Stefano Cantino, echoed the sentiment, highlighting Demna’s ability to honor legacy while infusing modernity: “With Gucci’s strengthened foundations as a springboard, Demna will lead the house toward renewed fashion authority and enduring cultural relevance.”
In his own statement, Demna expressed enthusiasm for the new chapter ahead:
“I am truly excited to join the Gucci family. It is an honor to contribute to a house that I deeply respect and have long admired. I look forward to writing together with Stefano and the whole team a new chapter of Gucci’s amazing history.”
What’s Next for Gucci?
Demna’s appointment comes at a pivotal time for Gucci. The departure of Alessandro Michele in 2022 marked the end of an era defined by maximalist, theatrical fashion, while Sabato De Sarno’s tenure attempted to shift toward a more commercial, understated aesthetic—one that ultimately did not resonate with consumers.
Now, with Demna stepping in, the industry is bracing for another dramatic reinvention. Given his track record of pushing boundaries, Gucci’s next era promises to be anything but predictable.
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