Demna Named Gucci’s New Creative Director

The Georgian designer will leave Balenciaga after a decade to take over at Gucci, aiming to revive its fortunes with bold creativity.

Demna, known for his provocative and innovative design approach, will officially join Gucci in July 2025 after his final Balenciaga couture show.
Gucci's parent company, Kering, selected Demna to reinvigorate the brand following a significant revenue decline and the departure of Sabato De Sarno earlier this year.
Demna previously collaborated with Gucci in 2021 through the 'Hacker Project,' blending elements of Balenciaga and Gucci’s aesthetics.
While celebrated for his transformative work at Balenciaga, Demna’s tenure has also been marked by controversies, including backlash over problematic campaigns in 2022.
Kering executives emphasized Demna’s ability to blend heritage with contemporary culture, positioning him as a key figure to redefine Gucci’s creative identity.