Demna, former Creative Director at Balenciaga, has been appointed Creative Director at Gucci. The announcement comes after Gucci’s period of underperforming sales and shifting brand direction. The luxury fashion house, owned by Kering, is undergoing leadership changes as it looks to strengthen its position in the industry. Kering’s 2024 annual revenue fell 12% to €17.2 billion, with Gucci accounting for €7.7 billion of that total. Former Creative Director Sabato De Sarno served only two years before stepping down, adding urgency to the brand’s repositioning efforts.
Demna Gvasalia, who only goes by his first name, “Demna,” will officially begin his role in July 2025, following his final haute couture show for Balenciaga.
Brianna McLeggon, a senior and executive of a student-run fashion brand, pointed out a shift in consumer sentiment toward Gucci.
“Since 2022, resale platforms like The RealReal and Grailed have shown decreasing demand for Gucci bags, while brands like Loewe and Balenciaga have risen,” McLeggon said. “Demna could bring that momentum back, especially with Gen Z shoppers.”
Demna is known for fusing oversized streetwear with luxury couture. His work at Balenciaga included popular items like the Triple S sneakers and Le Cagole bag, both of which became bestsellers. His campaigns often featured viral moments, including collaborations with Kim Kardashian and runway stunts involving mud and political commentary.
However, his time at Balenciaga also drew controversy. In 2022, the brand faced backlash over a campaign criticized for inappropriate imagery involving children. The campaign was pulled, and Balenciaga filed a $25 million lawsuit against the production company responsible.
A new Creative Director has not yet been named for Balenciaga.
Josh Lopez, senior and designer for the fashion brand Aelfric Eden, believes Falcons can expect a stylistic overhaul at Gucci with Demna at the helm.
“Gucci has been downhill since 2016,” Lopez said. “I think Demna is going to shift the entire vibe with a return to statement pieces and layered storytelling.”
Demna’s appointment comes during a major wave of Creative Director changes across the fashion industry. Donatella Versace recently stepped down from her role at Versace, marking the end of an era for the brand. March 2025 also saw the exit of Creative Director Jonathan Anderson from Loewe after 11 years.
