DEMNA APPOINTED AS GUCCI’S NEW ARTISTIC DIRECTOR, DEPARTING BALENCIAGA AFTER A DECADE

In a significant move within the fashion industry, Gucci has appointed Demna, formerly the creative force behind Balenciaga, as its new Artistic Director. This announcement, made on March 13, 2025, marks a strategic effort by Gucci to rejuvenate its brand identity and address recent challenges in the luxury market. 

Demna, a Georgian-born designer, has been instrumental in redefining modern luxury fashion. During his decade-long tenure at kering’s sister brand, Balenciaga, he introduced innovative designs that blended high fashion with streetwear elements, earning global recognition for his avant-garde approach. His appointment at Gucci positions him as the first non-Italian to lead the brand since Tom Ford’s departure in 2004. 

This leadership change comes in the wake of Sabato De Sarno‘s exit from Gucci, following a period of declining sales. Under De Sarno, the brand experienced a 24% drop in sales during the fourth quarter of 2024, prompting the need for a fresh creative direction. Kering’s Chairman and CEO, François-Henri Pinault, expressed confidence in Demna’s ability to revitalize Gucci, stating that his creative vision aligns with the brand’s aspirations for renewed cultural relevance. 

Demna’s transition to Gucci is set to commence in July 2025, following his final collection for Balenciaga during Paris Couture Week. He has expressed enthusiasm about joining Gucci, a house he deeply respects and admires, and looks forward to contributing to its storied legacy. As the fashion industry anticipates this new chapter, stakeholders are keen to see how Demna’s distinctive aesthetic will influence Gucci’s future collections and market positioning.