Demna, formerly known as Demna Gvasalia, has been appointed as the new artistic director of Gucci, effective July 2025. This decision, announced by Kering, the parent company of both Gucci and Balenciaga, is expected to usher in a new era for the Italian fashion powerhouse.
Demna is widely credited for redefining Balenciaga over the past decade, blending high fashion with streetwear and turning the brand into a cultural phenomenon. His time at Balenciaga saw record-breaking sales growth, with his provocative, avant-garde aesthetic shaping global fashion trends. He is known for elevating streetwear into luxury couture, revitalizing Balenciaga’s archival designs, and creating viral, meme-worthy moments that dominated social media. His approach resonated with younger audiences and cemented Balenciaga’s position as one of the most influential brands of the 21st century.
Demna takes over at Gucci after a turbulent period under former creative director Sabato De Sarno, whose tenure was cut short following a reported 23% drop in sales in 2024. De Sarno’s minimalist approach failed to capture Gucci’s usual bold, eccentric customer base, prompting Kering to seek a visionary leader who could reinstate the brand’s former cultural dominance. Gucci, which once thrived under the maximalist aesthetic of Alessandro Michele, had struggled to maintain momentum in a rapidly changing luxury market. The appointment of Demna signals a strategic pivot back toward high-impact, statement-making fashion.
Fashion insiders are eagerly anticipating how Demna will reshape Gucci’s aesthetic. Known for his bold tailoring, exaggerated silhouettes, and boundary-pushing designs, many expect him to blend Gucci’s signature maximalism with his own disruptive, street-meets-haute couture style. He is likely to reimagine Gucci’s archives through a contemporary, conceptual lens, integrating digital fashion and tech-driven innovations to modernize the brand. His approach to fashion has always been about subversion, irony, and reinvention, and Gucci’s rich heritage offers an exciting platform for him to bring these elements to life. In his official statement, Demna expressed his enthusiasm for the new role, saying, “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.”
With Demna’s departure from Balenciaga, speculation is rampant about his successor. Names like Pieter Mulier have surfaced, but Kering has yet to confirm a replacement. Meanwhile, industry analysts suggest that this bold reshuffle is part of Kering’s larger strategy to revive struggling brands under its umbrella, aiming to bring Gucci back into the top-tier luxury conversation alongside rivals Louis Vuitton and Chanel. The fashion conglomerate is betting that Demna’s ability to connect with contemporary audiences and drive brand desirability will reinvigorate Gucci’s commercial and creative appeal.
Demna’s final Balenciaga collection will be unveiled on July 6, 2025, marking the end of an era for the brand he transformed. His first Gucci collection is expected to debut in early 2026, and all eyes will be on how he merges his radical aesthetic with Gucci’s rich heritage. This transition marks one of the most significant leadership shifts in recent fashion history, and it remains to be seen whether Demna will redefine Gucci’s identity in the same groundbreaking way he did at Balenciaga.