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.