Gucci has made a bold and decisive move, appointing Demna Gvasalia as its new creative director—an industry-shaking shift that signals a dramatic new chapter for the Italian luxury house. To take on the role, Demna will step away from Balenciaga, where he has spent nearly a decade redefining fashion and challenging conventions.
His impact at Balenciaga has been undeniable. Since 2015, Demna has transformed the house—part of the Kering empire alongside Gucci—into one of the most influential forces in modern fashion. With a mix of couture craftsmanship, streetwear sensibility, and sharp cultural commentary, he didn’t just design clothes; he shaped conversations. Now, he’s tasked with bringing that same energy to Gucci, a brand that has struggled to find its footing after a period of creative transition.
Demna’s journey to this moment has been anything but conventional. Born in Georgia and trained at the Royal Academy of Fine Arts in Antwerp, he first honed his skills at Maison Margiela and Louis Vuitton before co-founding the disruptive label Vêtements. His ability to merge high fashion with irony, nostalgia, and raw cultural relevance turned Balenciaga into a powerhouse. The question now is: What will he do with Gucci?
His appointment follows the short-lived tenure of Sabato De Sarno, whose minimalist approach failed to reignite the brand’s commercial momentum after the departure of Alessandro Michele in 2023. Michele’s maximalist, vintage-infused aesthetic had defined an era, and Gucci’s pivot to restraint under De Sarno left many consumers and critics disengaged.
Stefano Cantino, Gucci’s CEO, is clear on why Demna was the obvious choice. “The decision was made without hesitation. Demna is one of the most visionary creative minds in fashion today—someone who truly understands and interprets modern culture,” he said in a statement.
Demna’s final collection for Balenciaga will debut in July during Haute Couture Week, marking the close of a transformative period. His Gucci debut is expected in the fall, and the industry is watching closely. Will he shake things up with a radical departure, or will he find a way to blend his subversive instincts with Gucci’s storied heritage?
Meanwhile, Balenciaga now faces its own moment of transition. Speculation is already swirling about Demna’s successor, with sources pointing to Peter Mulier, creative director of Alaïa, as a potential candidate. But for now, all eyes are on Gucci, and on Demna, as he prepares to redefine yet another fashion institution.
