Fashion’s biggest mystery is solved—Demna has been named Gucci’s new creative director. The visionary designer, who has led Balenciaga since 2015, was officially announced as Gucci’s artistic lead in a statement from Kering Group, the parent company of both brands.
Kering CEO François-Henri Pinault praised Demna’s success at Balenciaga, where sales increased from $350 million to $2 billion by 2022. Demna’s Balenciaga sneakers resemble Shaq’s feet and his aesthetic is Berlin club. Gucci’s revenues exceeded $10 billion in 2022, making Demna an attractive candidate for the role. “His creative power is exactly what Gucci needs,” declared Kering’s chairman and CEO, François-Henri Pinault, signaling a bold new direction for the storied brand. Known for his avant-garde vision and ability to redefine luxury, the Georgian-born designer will bring his disruptive aesthetic to Gucci, following years of steering Balenciaga into the cultural zeitgeist.
Demna, 43, will present his final couture collection for Balenciaga on July 6 before transitioning to his new role, where he will collaborate closely with Gucci’s CEO, Stefano Cantino. As one chapter closes, another opens—one that promises to reshape Gucci’s future. Meanwhile, Kering has assured that the next creative leader of Balenciaga will be announced in due time, leaving the fashion world eagerly anticipating its next move.
“I am truly excited to join the Gucci family,” Demna said in the release. “It is an honour 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’s appointment as Gucci’s creative director marks a pivotal shift for the brand, making him only the second non-Italian to lead its design since Tom Ford. Kering executives Francesca Bellettini and Stefano Cantino revealed that discussions began months ago, with Demna enthusiastically embracing the opportunity and presenting a vision that fast-tracked his selection. Though still officially at Balenciaga, he has already begun immersing himself in Gucci’s archives, signaling a deep commitment to the house’s legacy. While his bold aesthetic presents the challenge of reinvention over repetition, Kering is confident in his adaptability, anticipating a fresh creative era for Gucci.
In preparation for Demna’s arrival, Gucci has undergone significant structural renovations to ensure long-term growth and stability. Following Alessandro Michele’s departure in 2022, the brand focused on refining its operations, including product quality, supply chain efficiency, and team restructuring. Kering executives Francesca Bellettini and Stefano Cantino emphasized the importance of managing growth strategically rather than allowing it to spiral unchecked. They credited Sabato De Sarno, Michele’s successor, for laying the groundwork during his tenure, acknowledging his crucial role in Gucci’s transition.
Demna’s appointment comes at a time when both he and Gucci have experienced parallel career highs and setbacks. Appointed to Balenciaga in 2015, Demna rose to prominence alongside Michele at Gucci, with both designers reshaping their respective houses. However, 2022 marked a turning point for both brands—Gucci faced slowing revenue growth, while Balenciaga weathered controversy over misjudged campaigns. Michele’s departure set Gucci on a path of recalibration, while Demna worked to restore Balenciaga’s reputation. Now, their shared histories of reinvention position Demna as an apt fit for Gucci’s evolving narrative.
The road to Demna’s appointment was paved with intense industry speculation. Since Sabato De Sarno’s exit in February, a flurry of rumors circulated regarding Gucci’s next creative director, with names like Hedi Slimane frequently misattributed. Bellettini and Cantino acknowledged the widespread gossip with amusement, noting that while speculation ran rampant, it inadvertently served as market research and bought them time to finalize their plans. Meanwhile, Demna’s own contract extension at Balenciaga last November helped divert attention from his impending move.
Speaking after his final Balenciaga ready-to-wear show, Demna reflected on the fashion industry’s obsession with rumors, emphasizing his commitment to the craft over speculation. Now, his future is firmly tied to Gucci, marking a new era where he will channel his distinct vision into the house’s legacy. With today’s announcement, his journey moves from the periphery of fashion’s rumor mill to its very center, where all eyes will be on his next move.
