Gucci has formally entered a brand new chapter. On Wednesday, the Italian trend powerhouse appointed Demna Gvasalia, the revolutionary designer who redefined Balenciaga, as its new artistic director. Recognized for his provocative, boundary-pushing designs, Demna will oversee Gucci’s womenswear, menswear, and equipment, taking the reins at an important time for the model.
This announcement indicators a significant shift in technique for Gucci, which has been scuffling with declining gross sales and an id disaster. After years of experimentation with numerous artistic instructions, the posh home is popping to a designer with a confirmed monitor file of reinvention. With Demna’s appointment, Gucci is poised to regain its standing as a trendsetting power within the trend trade.
A New Course for Gucci
Kering and @Gucci are delighted to announce the appointment of Demna because the Home’s new Creative Director, beginning early July 2025.
Photograph credit score: Demna. pic.twitter.com/gru2it1LhF
— Kering (@KeringGroup) March 13, 2025
Demna’s arrival at Gucci marks a big second within the model’s historical past. For over a century, Gucci has been synonymous with luxurious, however current years have seen a decline in its dominance. In 2024, the model’s income plummeted by 23%, resulting in widespread hypothesis about its future. The appointment of Demna, who reworked Balenciaga into some of the talked-about trend homes of the final decade, means that Gucci is able to embrace a extra daring, culturally related aesthetic.
Stefano Cantino, Gucci’s chief government, emphasised that the model is reclaiming its place as a frontrunner in trend. “Gucci stands for trend authority,” he mentioned. “That is what we wish to carry again.” His assertion underlines the urgency behind this resolution—Gucci wants a recent perspective, and Demna’s repute as an innovator makes him the perfect candidate.
The Demna Impact
Demna’s affect on up to date trend is plain. As Balenciaga’s artistic director, he challenged conventional notions of luxurious by turning on a regular basis gadgets—like IKEA luggage and Crocs—into high-fashion statements. His capability to merge popular culture, social commentary, and avant-garde design earned him a cult-like following and skyrocketed Balenciaga’s revenues from an estimated $390 million to just about $2 billion throughout his tenure.
His strategy to trend goes past aesthetics; it’s about storytelling and provocation. Whether or not by way of dystopian runway reveals, movie star collaborations, or viral trend moments, Demna is aware of the right way to seize the zeitgeist. His appointment at Gucci indicators a transfer towards a extra disruptive, culturally engaged model id—one which resonates with youthful shoppers who crave authenticity and boldness.
A Historical past with Gucci
“aria” by alessandro michele and demna gvasalia, a collaboration assortment between gucci and balenciaga pic.twitter.com/JNYkwTRtP5
— ꪑꫀꪀᦔꫀꪶ (@gaultiercouture) April 15, 2021
Curiously, this isn’t Demna’s first interplay with Gucci. In 2021, he collaborated with then-creative director Alessandro Michele on a group that playfully “hacked” each manufacturers. The gathering noticed Balenciaga’s signature silhouettes merged with Gucci’s iconic motifs, making a buzzworthy second that blurred the traces between the 2 homes. This shared historical past means that Demna understands Gucci’s DNA and is well-equipped to reinterpret it for a brand new period.
Francesca Bellettini, deputy CEO of Kering, described Demna as “the right catalyst” for Gucci’s transformation. His capability to mix excessive trend with subversive components may very well be precisely what the model must regain its cultural dominance.
The Problem Forward
Whereas Demna’s appointment is thrilling, it additionally comes with immense stress. Gucci has struggled to outline its id within the post-Alessandro Michele period. Michele’s maximalist, vintage-inspired aesthetic propelled the model to new heights, however after his departure, the try and pivot towards minimalism below Sabato De Sarno fell flat. Customers didn’t join with the understated designs, resulting in declining gross sales and a lack of model relevance.
Demna now faces the problem of restoring Gucci’s attract whereas navigating a broader slowdown within the luxurious market. Not like Balenciaga, the place he had the liberty to be radically experimental, Gucci requires a fragile steadiness between industrial viability and inventive innovation. Can he keep the model’s legacy whereas injecting his signature avant-garde contact? That is still to be seen.
What’s Subsequent?
After almost a decade redefining Balenciaga, Demna is getting into a brand new chapter—this time at Gucci. pic.twitter.com/FV7Lv3LVrv
— i-D (@i_D) March 13, 2025
Demna will formally start his function at Gucci in July 2025, following his ultimate Balenciaga couture present. Whereas the model has not confirmed when his first assortment will debut, trade insiders anticipate that it will likely be unveiled throughout the upcoming trend season.
For now, all eyes are on Gucci because it embarks on this daring new journey. With Demna on the helm, the model is ready to redefine what fashionable luxurious appears to be like like. Whether or not it’s by way of surprising collaborations, radical runway displays, or disruptive advertising and marketing methods, one factor is for certain—Gucci is about to get an entire lot extra attention-grabbing.
As the style world eagerly awaits Demna’s imaginative and prescient for Gucci, one query lingers: Will he have the ability to repeat his Balenciaga magic and usher in a brand new golden period for the model? Solely time will inform, however one factor is evident—Gucci is able to take dangers, and with Demna main the cost, the longer term appears to be like something however predictable.
Featured picture: @StreetFashion01/X
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