Demna Gvasalia — the new creative director of Gucci
A risk or a new chapter in fashion?
Personnel reshuffles continue in the fashion industry. Recently, it was announced that Georgian designer Demna Gvasalia has been appointed as the new creative director of the Italian brand Gucci. This was confirmed by the French company Kering, which owns the fashion house.
Gvasalia is currently finalizing his work at Balenciaga and will assume his new duties in July 2025. Before him, this position had been held by Italian designer Sabato De Sarno since 2023, whose term officially ended on February 6, 2025.
«Demna has made a significant contribution to the industry’s development, Balenciaga, and the success of the group. His creative potential aligns perfectly with the spirit of Gucci,» Kering stated in an official announcement.
«I am absolutely thrilled to join the Gucci family. It is a great honor for me to contribute to the development of a house that I deeply respect and have admired for a long time,» Gvasalia commented on his appointment.
In reality, this appointment has surprised many. Under Gvasalia’s leadership, Balenciaga became a symbol of boldness and rebellious fashion, whereas Gucci has traditionally been associated with classic luxury and elegance.
Opinions on the new creative director are divided. Some believe this move is risky and could impact the brand’s status and perception. Others see it as an opportunity for renewal, allowing bold decisions to merge with Gucci’s traditional aesthetics. Well, time will tell what Gucci will look like under Gvasalia’s leadership!
What is clear for now is that the French luxury conglomerate Kering is trying to revive Gucci, the flagship brand in its portfolio: Gucci accounts for half of the group’s total sales and two-thirds of its profits.
The brand has been one of the most affected by the weakening demand for luxury goods and accessories. This decline is linked to internal business challenges as well as its heavy dependence on the Chinese market, which is experiencing an economic downturn.
For reference, Demna Gvasalia was born in Sukhumi. He received his design education and a master’s degree from the Royal Academy of Fine Arts in Antwerp, Belgium. He interned at Louis Vuitton and Maison Margiela. He gained worldwide recognition through the brand Vetements, which he founded with his brother in 2014.
In 2015, Gvasalia became the creative director of Balenciaga. The brand’s revenue grew from $350 million at the time of his arrival to nearly $2 billion by 2022. In October 2024, Balenciaga extended his contract for an indefinite period.
Photo cover: Malick Bodian
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