Demna Gvasalia Named Gucci Artistic Director in Major Fashion Shakeup

PARIS, France — After months of intense speculation, Kering announced on Friday that Demna Gvasalia will take over as the new artistic director of Gucci, effective early July 2025. Gvasalia, who has spent the last decade at Balenciaga, replaces Sabato De Sarno, who was let go in February following just two years in the position.

The appointment comes as the French luxury brand seeks to revitalize Gucci amid declining sales. Kering reported a staggering 62% drop in net profit last year, attributed in part to a 23% decline in Gucci’s sales alone. Gvasalia’s transition marks a significant moment in the fashion industry, as the Georgian designer aims to bring a fresh perspective to the iconic Italian label.

Gvasalia, 43, gained notoriety for his provocative designs during his tenure at Balenciaga, where he famously created the $2,000 “Ikea” bag, a luxury version of the affordable original. His bold creativity is recognized for challenging boundaries within the industry, though not without controversy. In 2022, Gvasalia faced backlash for an ad campaign featuring children that evoked accusations of inappropriate imagery. He later expressed remorse in Vogue, affirming that there was no intent to reference child abuse.

Kering expressed its support for Gvasalia, noting that mistakes can lead to growth and innovation within the fashion world. Following his appointment, Gvasalia shared his enthusiasm in a statement: “I am truly excited to join the Gucci family and look forward to helping write a new chapter of Gucci’s amazing story.”

The shake-up at Gucci comes amid a broader trend in the fashion industry, where established brands are refreshing their leadership to attract new customer bases. Kering is not alone in this strategy—other luxury brands including Saint Laurent and Bottega Veneta are also experiencing similar transitions.

Meanwhile, Gvasalia’s move from Balenciaga is seen as a high-profile departure. The designer, who dropped his last name in 2021, previously led Balenciaga through several daring campaigns and collections, reinforcing the brand’s avant-garde status in high fashion. His work consistently pushed the envelope, making him a notable influence in contemporary design.

Demna’s personal background has often informed his creations; as a refugee from Georgia, he fled with his family from conflict in 1989. He has described how this experience deeply affected his artistic perspective. Gvasalia noted in a past interview with Vanity Fair that therapy and mindfulness practices have helped him process his past and infuse that emotional depth into his designs.

As he prepares to take on the prestigious role at Gucci, there are high expectations for Gvasalia’s vision. This appointment is seen as a pivotal moment for the brand to reclaim its standing in the luxury market while balancing innovation with Gucci’s storied heritage.

In the backdrop of this changing landscape, the fashion industry stands on the verge of transformation. The recent reshuffling at major fashion houses, coupled with evolving consumer preferences, points to a dynamic future ahead. Although some analysts voice skepticism about the swift changes in leadership, the hope among industry watchers is that each fresh perspective will contribute to a richer dialogue within fashion.