Earlier this month, a not-so-shocking announcement came from the House of Gucci. The brand would be parting ways with its Creative Director Sabato De Sarno. De Sarno spent just two years at Gucci, failing to find his footing and struggling to lead Gucci towards financial success.
The news followed a series of increasingly poor financial rumors, which were further quantified by parent company Kering’s most recent report, citing Gucci’s 2024 revenue as down 23%.
Immediately, the rumor mill started swirling. Who would step in to take his place, filling the shoes of De Sarno and his predecessor, Alessandro Michele? Today we have the answer to the question on everyone’s mind: Demna will lead Gucci’s revival.
What’s Next for the House of Gucci
In a joint statement from Gucci and Kering released earlier today, it was announced that Demna would be departing Balenciaga after a decade of boundary-breaking designs and thought-provoking collections to join the team at Gucci as Artistic Director.
Demna’s innovative, sometimes controversial approach to fashion has been widely recognized, and his distinct vision has cemented his place as an industry leader.
While Demna may not be the most obvious choice at first glance, his appointment makes a lot of sense. Balenciaga itself is Kering-owed, making for an easy transition. Additionally, Demna is not exactly a stranger to Gucci’s heritage codes and brand DNA. While at the helm of Balenciaga, he collaborated with Alessandro Michele on a collection melding Gucci and Balenciaga’s brand signatures.
François-Henri Pinault, Chairman & CEO of Kering spoke on the decision stating “His creative power is exactly what Gucci needs. As I thank him for everything he has accomplished over the past 10 years, I look forward to seeing him shape Gucci’s new artistic direction.”
Demna, who just showed Balenciaga’s now-very-poignant Fall 2025 collection, will begin his appointment at Gucci in July of this year.
Gucci is done
Oh no this is so disappointing. I don’t like his designs at all
In my opinion Demna ruined Balenciaga. While creativity is important equally or more important is wearability. Gucci is one of my favorites, hoping Demna doesn’t ruin it
too!
Isn’t he the one with the inappropriate ad campaign?
I will not buy Gucci while he is the Artistic Director. Don’t want to be associated with any thought he provokes.
Oh no!! Will Gucci survive without you?
😜
Oh great …. Gucci purses that look like potato chip bags will soon be here.
A luxury chip bag is exactly as ridiculous as Prada or Gucci selling a $4000 bag mass produced in a Chinese factory, finished in Italy, and made so cheaply professional authenticators mistake it for a dupe. Which is like the resting state of “luxury” these days.
At least Demna is playing around with the absurdity of it… it’s more honest than blathering on about heritage and elegance or whatever.
Moschino and Anya Hindmarch do it better than Demna.
Andy, I agree with your assessment of Prada and Gucci’s absurd production methods and markup. However, I find it hard to believe Demna’s designs (trash bags purses, police/caution tape catsuits, platform crocs and Lays potato chip core) will mesh well with Gucci and I do not find him to be a creative genius as you seem to suggest. If he can bring a new perspective but still keep the same message that Gucci lovers like myself crave, like what Chemena Kamali is doing at Chloe, then I will reconsider my opinion. Until then, this is an outrage.
That’s unfortunate.
I will treasure the Gucci bags I own since I won’t be buying anymore during the Demna era.
Demna does not seem to do style or silhouette. Hype with menacing undertones. Gucci at its best was sleek and dynamic. Good luck Gucciphiles
For me, the “real” Gucci will always be the Tom Ford era.
1000%
A good case for shopping Gucci outlet.
I actually spat out my coffee when I read this 😂
Demna is the worst choice they could make. He will single-handedly destroy this brand with the efficiency and effectiveness of an ant farm. It’s so disappointing. He mercilessly destroyed balenciaga too.
Well I’m excited. I said this before here – Gucci is a pop culture brand first and foremost. It’s not a sober, serious house – it is for pop stars and real housewives, obsessed with logos, flashy and fun. It’s also, mostly, about aspirational wealth.
Demna will be perfect because his aesthetic is pure pop culture but also totally in on the joke. The same was true for Michele, whose work was absurd and provocative but also fun and irreverent.
Let’s go!!