Kering’s CEO has appointed Georgian designer Demna to lead Gucci, aiming to revitalize the brand amid declining sales and challenges for its parent company. Demna, known for his bold and sometimes controversial designs at Balenciaga, expressed excitement for this new role. He succeeds Sabato de Sarno and is expected to bring creative renewal to Gucci as it strives to regain its former prominence in the luxury market, following a significant drop in profits and sales.
Demna Joins Gucci: A Bold Move for the Iconic Brand
In an exciting turn of events, Kering’s CEO François-Henri Pinault has expressed his confidence in Georgian designer Demna, stating, “His creative strength is exactly what Gucci needs.” Demna is set to transition from Balenciaga to lead the renowned Italian fashion house, aiming to rejuvenate its performance as it faces challenges that impact its parent company.
Demna, who has been a pivotal figure at Balenciaga since 2015, will officially join Gucci in early July. This announcement came shortly after Paris Fashion Week, marking a significant moment in the fashion industry. Pinault highlighted the immense contributions Demna has made to fashion and the success of the Kering group, emphasizing the potential impact of his leadership at Gucci.
A New Chapter for Gucci
Expressing his excitement about the new role, Demna stated, “I am truly delighted to join the Gucci family. It is an honor to contribute to a house that I deeply respect and have admired for a long time.” He looks forward to collaborating with CEO Stefano Cantino and the entire Gucci team to embark on a new chapter in the brand’s illustrious history.
Demna takes over from Sabato de Sarno, who departed Gucci in February after a brief tenure. The speculation surrounding his successor included notable names such as Maria Grazia Chiuri of Dior and Hedi Slimane, but Demna’s appointment came as a delightful surprise for many in the fashion community.
This strategic move aims to revitalize Gucci, which has been struggling with declining sales, contributing to Kering’s overall challenges. The luxury group reported a staggering 62% drop in net profit in 2024, with Gucci’s sales plummeting by 23% to €7.65 billion. Once a powerhouse with tripled revenue between 2015 and 2019, Gucci now seeks to regain its former glory amidst a tough luxury market landscape.
Francesca Bellettini, Kering’s deputy CEO, believes Demna’s leadership will serve as a catalyst for creative renewal at Gucci. Stefano Cantino echoed this sentiment, stating that Demna will guide the brand toward a renewed authority in fashion and sustainable cultural relevance.
Demna has built a reputation characterized by his audacious and sometimes controversial design choices. Known for dressing a diverse range of personalities, from rapper Cardi B to actress Isabelle Huppert, he pushed boundaries at Balenciaga, popularizing unconventional styles that challenged traditional norms. However, his boldness hasn’t been without its pitfalls, having faced backlash for certain artistic decisions over the years.
As Demna steps into his role at Gucci, he continues to navigate the evolving landscape of fashion, where significant changes are underway. With other major brands like Celine and Fendi still searching for artistic directors, the fashion world remains ripe for transformation, and Demna’s leadership at Gucci is poised to make a substantial impact.