In a move that has sent ripples through the fashion industry, Gucci has officially announced Demna as its new Artistic Director.
The appointment, effective from July 2025, marks a seismic shift for the Italian luxury powerhouse, bringing in a designer whose radical approach has redefined contemporary fashion.
The Georgian-born designer, who has helmed Balenciaga since 2015, is known for his boundary-pushing vision – one that fuses subversive streetwear aesthetics with high fashion and cultural critique.
At Balenciaga, Demna turned the brand into one of the most talked-about in the industry, setting trends that blurred the lines between irony, luxury, and commercial success. His appointment at Gucci signals an exciting evolution for the storied house, which has been seeking a renewed creative identity after recent leadership transitions.
The Vision Behind the Appointment
Kering, Gucci’s parent company, is betting on Demna’s avant-garde approach to usher in a new era for the brand. François-Henri Pinault, Chairman and CEO of Kering, emphasised his confidence in the designer’s ability to reinvigorate Gucci’s legacy in a statement: “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.”
Gucci CEO Stefano Cantino echoed this sentiment, underscoring Demna’s unique ability to balance heritage with innovation. “I have always admired Demna’s creative approach, which is both unique and powerful. His ability to honour the iconic legacy of a brand while embracing a modern sensibility is extraordinary.”
What’s Next for Gucci Under Demna?
Gucci has long been a brand of reinvention – from Tom Ford’s sleek sensuality in the ’90s to Alessandro Michele’s maximalist, gender-fluid renaissance in the 2010s. Now, under Demna’s direction, fashion insiders anticipate a bold, conceptual shift, one that will likely redefine Gucci’s relationship with modern luxury.
Speaking on his appointment, Demna shared his excitement for the next chapter: “I am truly excited to join the Gucci family. 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.”
With Demna’s penchant for deconstruction, high-concept storytelling, and reimagining luxury for a digital-first world, his arrival at Gucci is poised to shake up the industry yet again. Will we see hyper-realistic fashion spectacles? A reinvention of the brand’s iconic monograms? A more dystopian, conceptual take on Italian luxury? One thing is certain – Gucci’s next chapter is going to be anything but predictable.
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