Demna Takes Creative Reins at Gucci, Promises Innovative Rebirth

PARIS — Gucci has officially named Georgian designer Demna as its new artistic director, a move aimed at reinvigorating one of fashion’s most famous houses. The announcement was made at Kering‘s headquarters, with CEO Stefano Cantino stating, “Demna’s creative power is exactly what Gucci needs for the future.” Demna will conclude his decade at Balenciaga with a haute couture show on July 6, before transitioning to Gucci.

Francesca Bellettini, Kering’s deputy CEO overseeing brand development, emphasized the significance of this appointment. “Demna not only understands fashion but also culture and what luxury means today for younger generations,” she said. His design vision is expected to fuse Gucci’s rich heritage with a contemporary twist.

Demna succeeds Sabato De Sarno, who struggled to revitalize the brand following the departure of Alessandro Michele in 2022. Gucci has seen its fervor decline, reporting a 24% drop in organic revenues towards the end of the last fiscal year. This has heightened the urgency for a leader capable of reauthorizing the brand’s creative narrative.

Demna’s time at Balenciaga has been marked by innovative streetwear that reshaped luxury fashion, highlighted by surreal presentations and a keen commentary on consumer culture. His notable collaborations, including a 2021 project with Gucci, have created buzz around his design capabilities.

Bellettini during the announcement noted that Demna’s initial collection for Gucci is yet to be scheduled, but the expectation is that he will announce a new creative direction at the upcoming Milan show in September.

Gucci’s recent efforts to elevate its image have faced challenges, with financial figures suggesting reduced sales and overall market presence. With De Sarno’s departure, the brand has been laying the groundwork for new artistic leadership.

In comments, Kering’s chairman and CEO François-Henri Pinault assured stakeholders, “Gucci will come back.” While analysts await the revival plans, they have long advocated for a designer of Demna’s prominence to lead the transformation.

As fashion turns its gaze toward the upcoming seasons, all attention will be on how Demna melds his unique vision with Gucci’s established aesthetics.