On March 13, Kering announced the appointment of Demna as the new Artistic Director of Gucci, with his official tenure beginning in July 2025.
Since 2015, Demna has served as the Artistic Director of Balenciaga, redefining modern luxury and revolutionizing the fashion industry. His avant-garde approach has garnered global recognition, solidifying his position as one of the most influential creatives of his generation.
As Gucci continues to redefine its brand identity, the appointment of Demna marks a significant step in clarifying its creative vision, seeking to strike a new balance between tradition and innovation.
François-Henri Pinault, Chairman & CEO of Kering, expressed his confidence in Demna’s creative leadership, stating: “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. As I thank him for everything he has accomplished over the past 10 years, I look forward to seeing him shape Gucci’s new artistic direction.”
Gucci’s CEO, Stefano Cantino, also praised Demna’s unique approach: “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.”
What Will “New Gucci” Look Like Under Demna?
Demna is known for his conceptual designs infused with irony, seamlessly blending streetwear aesthetics with high fashion. His provocative and forward-thinking vision at Balenciaga redefined the brand’s identity—raising the question of how this approach will intertwine with Gucci’s traditional design codes.
Upon his appointment, Demna shared his enthusiasm, stating: “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. I look forward to writing together with Stefano and the whole team a new chapter of Gucci’s amazing story.”
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The Context Behind Demna’s Appointment
This announcement comes just one month after the departure of Sabato De Sarno, who was appointed as Gucci’s Artistic Director in January 2023 following the exit of Alessandro Michele.
De Sarno debuted his first collection, “Gucci Ancora,” at Milan Fashion Week in September 2023, presenting a more refined and minimalist interpretation of Gucci’s iconic elegance. However, with declining sales and the need for a strategic brand recalibration, his tenure was unexpectedly cut short ahead of the Fall/Winter 2025 collection.
With no new creative leader at the time, Gucci’s in-house design team handled the 2025 Fall/Winter collection, further emphasizing the brand’s ongoing transition.
Having spent the past few years searching for its new creative identity, Gucci now faces a defining moment under Demna’s direction. His debut collection is expected to be showcased at Paris Fashion Week Spring/Summer 2026, a moment that fashion enthusiasts worldwide are eagerly anticipating.
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