Gucci’s parent company, Kering, has announced a major appointment: Demna, the Georgian-born designer who transformed Balenciaga into a cultural powerhouse, has been named Gucci’s new Artistic director. He will officially join Gucci after presenting his final couture show for Balenciaga on July 6th. After nearly a decade establishing Balenciaga as a contemporary powerhouse, Demna’s arrival at Gucci suggests a bold strategic shift aimed at regaining the Italian brand’s former dominance.
Kering Chairman and CEO François-Henri Pinault expressed confidence in the designer’s appointment, saying, “Demna’s contribution to the industry, to Balenciaga, and to the Group’s success has been tremendous. His creative power is exactly what Gucci needs.”
This appointment follows a turbulent time for Gucci. The Italian luxury giant experienced unprecedented growth under Alessandro Michele‘s maximalist approach, reaching peak revenues of €10.5 billion euros by 2022. But Michele’s departure brought uncertainty, and revenues dropped significantly to €7.65 billion euros by 2024 under the creative leadership of Sabato de Sarno. Demna, known for his innovative and boundary-pushing aesthetic, is now expected to lead Gucci back to its cultural and commercial peak.
Demna’s tenure at Balenciaga was marked by provocative statements and a keen sense of contemporary culture. His designs challenged traditional luxury norms, mixing streetwear influences with sharp social commentary. This daring approach not only reshaped Balenciaga, but set new standards for luxury fashion. His ability to challenge convention and push boundaries has made him one of the most influential designers of his generation. Now he faces the task of reimagining Gucci, a brand with a rich heritage and a legacy of reinvention.
Francesca Bellettini, Kering‘s Deputy CEO in charge of Brand Development, praised Demna’s unique vision, stating, “I have always admired Demna’s creative approach, that is both unique and powerful. His ability to honor the iconic legacy of a brand while embracing a modern sensibility is extraordinary. With Gucci’s strengthened foundations as a springboard, Demna will lead the House towards renewed fashion authority and enduring cultural relevance.”
Demna, who in 2021 ceased using the surname Gvasalia, expressed his own enthusiasm for his new role, noting, “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.”
Yet, Gucci presents a distinctive challenge. Unlike Balenciaga, with its history of radical reinvention, Gucci is rooted in a legacy of traditional Italian craftsmanship and luxury. Previous creative directors, from Tom Ford’s glamorous minimalism to Michele’s elaborate maximalism, have each significantly reshaped Gucci’s identity. Demna must find an innovative path between his trademark boldness and Gucci’s celebrated heritage. His distinctive aesthetic, often characterized by dark, dystopian undertones, must adapt to Gucci’s storied identity. His first collection for Gucci, expected to debut in 2025, will be a critical indicator of how his distinctive aesthetic will translate into Gucci’s identity.
Interestingly, Demna has a history of creative engagement with Gucci. The 2021 “Hacker Project,” a collaboration with Michele, saw Balenciaga’s bold graphics appear on classic Gucci accessories, including the iconic Jackie bag. This initiative offered a glimpse into how Demna’s modern vision could creatively interact with Gucci’s storied history.
The appointment also comes amid broader changes at Gucci. Since Michele’s departure, the brand has focused on refining its operations, from improving product quality to streamlining supply chains. This groundwork ensures that Demna joins a company ready for creative reinvention. Meanwhile, the question of who will succeed him at Balenciaga remains unanswered, adding another layer of intrigue to this high-stakes transition.
For Demna, the move is an opportunity to prove his versatility beyond Balenciaga. For Gucci, Demna’s appointment signals the start of a new chapter, one aimed squarely at regaining cultural relevance and commercial success.
