Demna Takes the Helm at Gucci to Spearhead Major Revival

Kering has announced Demna Gvasalia as the new creative director of Gucci. This appointment comes as part of an effort to revitalize Gucci, which has experienced a downturn in sales and profits. Gvasalia, known for his distinctive approach at Balenciaga, will now lead Kering’s largest brand.

Gvasalia brings a reputation for successfully blending high fashion with streetwear elements, as evidenced during his tenure at Balenciaga. At Gucci, he is expected to introduce new creative directions to help boost the brand’s performance, following a period where sales fell by 21% and operating income decreased by 51% year-on-year.

The decision to appoint Gvasalia follows the departure of Sabato De Sarno, who served as Gucci’s creative director for two years. Kering’s leadership expressed confidence in Gvasalia’s ability to resonate with contemporary fashion trends. His task will be to rejuvenate Gucci’s image and product lines, leveraging his past successes like the popular Triple S sneaker and the revamped Le City bag.

As Demna Gvasalia prepares to assume his role in July, stakeholders and observers alike are attentive to how his vision will shape the future of Gucci.