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Demna Gvasalia Named Gucci's New Creative Director, Prompting Mixed Reactions

The former Balenciaga head brings a polarizing track record and bold vision to the Italian luxury brand.

  • Demna Gvasalia, known for his provocative designs and streetwear sensibilities, will assume the role of Gucci's creative director starting in July 2025.
  • His appointment follows a decade-long tenure at Balenciaga, where he significantly grew the brand's revenue but also faced backlash for controversial campaigns and products.
  • Kering, Gucci's parent company, highlighted Demna's ability to capture contemporary culture as a key reason for the hire, though the decision led to a 13% drop in Kering's share price.
  • Fashion industry observers are divided, with some praising Demna's potential to revitalize Gucci while others question whether his avant-garde style aligns with the brand's heritage of timeless elegance.
  • Demna's history includes both acclaimed innovations, such as the Triple S sneaker, and divisive creations like the $1,000 'trash bag' and bondage-themed teddy bear campaign.
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