SABATO DE SARNO DEPARTS GUCCI AFTER 2 YEARS

Sabato De Sarno is set to depart from his role as Gucci’s creative director after a tenure of less than two years, as announced by the brand on February 6, 2025. De Sarno, who took over the creative helm in January 2023 following Alessandro Michele‘s departure, will have his final collection presented by Gucci’s design team at Milan Fashion Week on February 25. The brand has yet to announce a successor, with the search for a new creative director currently underway. 

During his time at Gucci, De Sarno introduced a minimalist aesthetic, a notable shift from the vibrant and eclectic designs characteristic of his predecessor. This new direction aimed to rejuvenate the brand’s image and appeal to a broader audience. However, the minimalist approach faced challenges in resonating with Gucci’s traditional customer base, leading to a decline in sales. In the third quarter, Gucci reported a 15% drop in revenues, significantly impacting its parent company, Kering, which subsequently issued its third consecutive profit warning. 

The designer took to Instagram to share the news and wrote a short farewell. 

The departure of De Sarno comes amid broader challenges for Gucci, including a slowdown in the Chinese market and the effects of global inflation on consumer spending. These factors have contributed to a nearly 40% decline in Kering’s stock price over the past year. Industry analysts suggest that the brand’s reliance on the Chinese market, which has not rebounded as anticipated post-COVID-19 lockdowns, has been a significant factor in the downturn. 

Gucci’s leadership has expressed gratitude for De Sarno’s contributions. CEO Stefano Cantino acknowledged his dedication to the brand’s craftsmanship and heritage, while Kering’s deputy CEO, Francesca Bellettini, commended his professionalism. As the brand prepares for its upcoming collection, the design team will lead the presentation, with plans to announce a new creative direction in due course. The selection of De Sarno’s successor is anticipated to be pivotal for Gucci’s efforts to revitalize its market position and achieve sustainable growth.