Demna is taking the reins at Gucci. The Georgian-born designer, known for shaking up Balenciaga and propelling it into the cultural stratosphere, will move on after his last couture show at the Paris-based house on July 6. Then it’s straight to Gucci, where he steps into the role of artistic director—overseeing women’s, men’s, and accessories—and faces the challenge of reviving a label that has seen some turbulence since its last big shift.
François-Henri Pinault, Chairman & CEO of Kering, said “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 directio”
Stefano Cantino, Gucci’s CEO, who is collaborating closely with Kering Deputy CEO Francesca Bellettini, echoed that sentiment. “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.”
Before stepping into this new role, Demna made Balenciaga a cultural lightning rod with his fearless sense of street-cool, influential tie-ins, and runway disruptions that triggered countless imitators. Francesca Bellettini, Kering Deputy CEO in charge of Brand Development, remarked “Demna’s profound understanding of contemporary culture, coupled with his extensive experience in conceiving visionary projects, has established him as one of the most influential and accomplished creatives of his generation. His appointment as Artistic Director is the perfect catalyst to reignite Gucci’s creative energy. I look forward to the collaboration of Demna and Stefano as they lead Gucci into a new era of success.”
Demna follows Sabato De Sarno, who exited after a short tenure that attempted to steer Gucci toward toned-down luxury. That pivot didn’t catch fire, leaving Gucci seeking a contemporary spirit that resonates with fans who fell for the brand during its more audacious era. Demna has proven he knows how to fuse daring vision with commercial impact, a skill honed from his days at Vetements and shaped further at Balenciaga.
Born in Georgia, Demna studied economics in Tbilisi before enrolling at Antwerp’s Royal Academy of Fine Arts, a cradle for avant-garde talent. He rose through the ranks at Margiela and Louis Vuitton, then spearheaded Vetements as an improbable subculture phenomenon that caught the eyes of both critics and hype-driven shoppers. His next chapter will be written in Milan, where he’ll split his time between Gucci’s creative offices and his home base in Switzerland.
“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,” Demna said.
All eyes will be on his first Gucci presentation, though the exact date remains under wraps. For now, the fashion world is bracing for the seismic shift that will likely follow his arrival in Milan.
