With the constant switch-ups taking place across the fashion world, it seemed there was little left to surprise us. But today, in a move that has sent shockwaves across the industry, Gucci announced its appointment of Demna as its new Artistic Director, effective July 2025.
Following Sabato De Sarno’s exit after two years at the helm, the announcement signals a seismic shift for the Italian House as it welcomes the visionary force behind Balenciaga’s reinvention to spearhead a new creative era.
With his subversive approach to fashion, Demna has long blurred the lines between fashion and performance, commanding global influence with his ability to fuse craftsmanship with social commentary. At Gucci, he is poised to do the same, offering a bold, culture-defining perspective that will shake up the industry once again.
In a statement breaking the news, François-Henri Pinault, the Chairman & CEO of both Balenciaga and Gucci’s parent company, Kering, expressed his confidence in Demna’s ability to reenergise Gucci’s creative direction.
“Demna’s contribution to the industry, to Balenciaga, and the Group’s success has been tremendous,” he wrote. “His creative power is exactly what Gucci needs.”
Kering’s Deputy CEO in charge of Brand Development, Francesca Bellettini, echoed this sentiment: “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.”
Meanwhile, Gucci’s CEO, Stefano Cantino, praised Demna’s unique ability to balance respect for heritage with modernity.
“His ability to honor the iconic legacy of a brand while embracing a modern sensibility is extraordinary,” he said.
For Demna, the appointment marks an exciting new chapter.
“I am truly excited to join the Gucci family,” he wrote. “It is an honour to contribute to a House that I deeply respect and have long admired.”
With a legacy steeped in opulence and a history of revered creative leads—including Tom Ford and Alessandro Michele—Gucci’s future is now shaped by one of fashion’s most fearless disruptors. For those yearning for a reinvigoration of Gucci, the Demna era promises plenty to anticipate.
This story first appeared on GRAZIA International.
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