In a landmark move, Demna has been appointed as the new creative director of Gucci, ushering in a new era for one of the most iconic fashion houses in the world. Known for his trailblazing approach to fashion, Demna’s appointment is seen as a bold step toward revitalizing the brand that has been struggling in recent years. The Georgian-born designer, who made waves at Balenciaga, will now take charge of Gucci’s men’s and women’s collections, as well as accessories. This marks a pivotal moment in Gucci’s journey as the luxury house seeks to recapture its place at the forefront of the fashion industry.
A New Vision for Gucci
Demna’s appointment is a direct response to Gucci’s recent challenges. Over the past two years, Gucci has faced a decline in revenues, with a 23% drop reported in 2024. This downturn came after the brand tried to reposition itself under former creative director Sabato De Sarno, whose minimalist approach did not resonate with Gucci’s core audience. Despite his efforts to bring a quieter, more restrained aesthetic to Gucci, the brand struggled to regain its previous momentum.
As Gucci’s largest brand under Kering, the French conglomerate that also owns Saint Laurent, Balenciaga, McQueen, and others, Gucci’s performance has a significant impact on Kering’s overall portfolio. Stefano Cantino, CEO of Gucci, was quick to recognize the need for a change, acknowledging that the brand required a designer with a “strong and opinionated” vision to restore its former glory.
“Gucci stands for fashion authority,” said Cantino. “This is what we want to bring back, and Demna’s creative force is exactly what we need.”
The Demna Effect: A Proven Record
Demna has built a reputation for himself as one of the most innovative and provocative designers of his generation. His work at Balenciaga was nothing short of revolutionary. When he joined Balenciaga in 2015, he took over a brand that was historically rooted in classic couture but needed a modern reimagining. Demna succeeded in transforming the house, blending high fashion with elements of streetwear, and in doing so, redefined the notion of luxury.
Under his leadership, Balenciaga’s revenues skyrocketed from $390 million to nearly $2 billion, an incredible feat that showcased his ability to push boundaries while maintaining commercial success. Demna’s Balenciaga was known for its audacious designs—Crocs, IKEA totes, and even garbage bags became symbols of high fashion under his guidance. His runway shows, often immersive and theatrical, addressed topics such as climate change, the war in Ukraine, and the overwhelming influence of celebrity culture.
His ability to connect with younger, fashion-forward consumers while simultaneously addressing societal issues made him one of the most influential designers of the last decade. His works are often a commentary on contemporary life, and he regularly challenges the fashion world’s traditional concepts of beauty, gender, and luxury.
Why Gucci Needs Demna
Gucci’s brand identity has been in flux since the departure of its long-time creative director Alessandro Michele in 2022. Michele’s era at Gucci was marked by maximalism, intricate designs, and a highly eccentric aesthetic that was both beloved and divisive. While Michele’s bold designs helped drive Gucci to record revenues, tastes began to shift, and the brand faced criticism for being too eclectic and confusing.
When Sabato De Sarno took over as creative director, Gucci hoped that a return to minimalism would resonate with luxury consumers. Unfortunately, this move did not have the desired effect. Instead of feeling elevated, Gucci’s offerings under De Sarno felt diminished, and sales continued to decline. The brand was caught between two worlds—unable to fully embrace its history of opulence and excess while also failing to connect with modern consumers in a meaningful way.
Demna, on the other hand, brings a unique skill set that will allow him to redefine Gucci’s identity while maintaining its position as a global luxury brand. Known for his ability to merge the seemingly unmergable, Demna has the vision to blend Gucci’s rich heritage with a forward-thinking, cutting-edge aesthetic. With Demna at the helm, Gucci has the opportunity to return to its position as a trendsetter in the fashion industry.
What Demna Brings to the Table
Demna’s previous work at Balenciaga provides a clear roadmap for his future endeavors at Gucci. His ability to make seemingly everyday objects—like Crocs or IKEA bags—coveted luxury items demonstrates his deep understanding of cultural relevance and market trends. For Gucci, this means a reimagining of its iconic symbols—whether through new takes on its famous double-G logo or innovative designs that push the boundaries of what we consider high fashion.
One of the key elements that Demna will bring to Gucci is boldness. His approach to fashion is rooted in disruption, and he will likely continue this at Gucci, breaking free from traditional notions of luxury. This could involve a greater emphasis on inclusivity and diversity on the runway, as well as a focus on sustainability, which is increasingly important to younger, more socially-conscious consumers.
While Gucci is not a couture house, Demna’s experience with couture at Balenciaga could bring a level of sophistication and elegance that was previously missing from the brand. Demna is known for his meticulous attention to detail and his ability to craft garments that are not just fashion-forward but also exquisitely constructed.
A Historic Appointment for Gucci
Demna’s appointment to Gucci is historic, as he becomes the first “star” designer to lead the brand in its 104-year history. His appointment comes at a time when the fashion industry is experiencing unprecedented turbulence, with a record number of fashion houses undergoing leadership changes. In this climate, Demna’s proven track record of success and innovation makes him an ideal candidate to guide Gucci into the future.
Demna’s close relationship with François-Henri Pinault, CEO of Kering, further strengthens his position at Gucci. Pinault has long been a supporter of Demna’s work, even going so far as to call him a designer capable of creating a “megabrand.” This trust and endorsement will likely give Demna the creative freedom he needs to fully execute his vision for Gucci.
What’s Next for Gucci?
Gucci has yet to confirm the exact date of Demna’s first collection, but it is expected that he will unveil his vision in early July, following his final Balenciaga couture show. In the meantime, Gucci fans and industry insiders alike are eagerly awaiting what Demna will bring to the brand. Will he revive Gucci’s eccentricity or introduce something entirely new? Whatever the outcome, one thing is clear: Demna is about to take Gucci in a bold, new direction.
With Demna in charge, Gucci is poised to regain its position as a global fashion powerhouse. His appointment represents not only a change in leadership but also a shift in the way luxury fashion is perceived, with a greater emphasis on cultural relevance, inclusivity, and innovation.
Conclusion: A Bright Future for Gucci
Demna’s appointment as Gucci’s new creative director signals the beginning of a new chapter for the legendary fashion house. Known for his daring and innovative approach to design, Demna is set to transform Gucci’s identity and bring it back to the forefront of luxury fashion. With his unique vision and proven track record, Gucci’s future under Demna looks brighter than ever.
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