Demna Is Gucci's New Artistic Director

Demna is Gucci's new artistic director. The house confirmed today that the Georgia-born designer will leave his current post at Balenciaga (also owned by Kering) to join Gucci in early July 2025.

'I am truly excited to join the Gucci family,' Demna said in a statement shared with ELLE UK. '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 [Cantini, CEO] and the whole team a new chapter of Gucci’s amazing story.'

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Demna's move to Kering's stalwart label comes after a decade at Balenciaga where he brought his streetwear-led aesthetic, established in his own label Vetements, to 'redefine modern luxury, earning global recognition and cementing his authority on the industry,' continued the statement.

With former creative director Alessandro Michele.

'Demna's contribution to the industry, to Balenciaga, and to the group's success has been tremendous,' added François-Henri Pinault, chairman & CEO of Kering. '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.'

Gucci has been in a period of transition since Alessandro Michele’s shock departure in 2022 following a transformative almost eighth-year run that redefined the brand’s visual codes and influence — and included a collaboration with Demna and Balenciaga. His maximalist vision not only revitalised the heritage house but also set the tone for a new era in fashion – one steeped in romanticism, historical references and unapologetic individuality. Under his creative direction, Gucci garnered a devoted global following and revenue almost tripled.

After Michele, Sabato De Sarno was appointed at the house. His debut collection, showcased in September 2023, introduced a new pared-back proposition for the brand, with an emphasis on more commercial pieces. While his vision resonated with many, particularly through the viral success of the ‘Ancora Rosso’ hue and endorsements from celebrities such as Debbie Harry and Daisy Edgar-Jones, it didn’t achieve the same seismic cultural impact as his predecessor’s work. And despite hopes of a turnaround, Gucci’s performance was hit hard by the luxury slowdown. After a brief two-year tenure, the brand once again found itself at a crossroads, seeking a direction that balanced both commercial viability and creative vision.

In the interim, Gucci’s in-house studio presented a collection for AW25, offering nods to the brand’s rich heritage (versions of Michele’s iconic loafer, rhinestones borrowed from Tom Ford’s Nineties era and De Sarno’s acid-hues) while signaling a confident step forward, proving the strength of Gucci’s internal creative team even in the absence of a singular visionary.

Now, with the appointment of a new creative director, Gucci stands at another key juncture — this time with Demna at the helm.

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Naomi Pike

Freelancer

Freelancer