It’s official: Demna is stepping in as Gucci’s new Artistic Director. After nearly a decade redefining the codes of luxury at Balenciaga, the industry’s most provocative disruptor is now set to take the reins of the Italian powerhouse, starting July 2025.
A Power Move from Kering
The announcement comes as Gucci looks to reclaim its edge, following a series of shifts in leadership. François-Henri Pinault, Chairman & CEO of Kering, called Demna’s impact on fashion “tremendous,” adding that his creative energy is exactly what Gucci needs to fuel its next chapter. Francesca Bellettini, Kering’s Deputy CEO in charge of Brand Development, also weighed in, highlighting Demna’s ability to tap into the cultural zeitgeist. “Demna’s profound understanding of contemporary culture, coupled with his extensive experience in conceiving visionary projects, has established him as one of the most influential and accomplished creatives of his generation. His appointment as Artistic Director is the perfect catalyst to reignite Gucci’s creative energy.”
And with Gucci CEO Stefano Cantino backing the move, calling Demna’s vision both “unique and powerful,” it’s clear the luxury house is gearing up for a radical transformation.
What This Means for Gucci
Gucci has been in a transitional phase—its last creative reset didn’t quite capture the magic of the Alessandro Michele years, when maximalism, camp, and gender-fluid fashion turned the house into a global sensation. After a lukewarm response to Sabato De Sarno’s debut and disappointing financial results, Gucci shook up leadership, appointing Stefano Cantino as CEO in 2025. A longtime strategist with stints at Prada and Louis Vuitton, Cantino is now tasked with steering Gucci back to cultural dominance—and bringing in Demna is his boldest move yet.
Demna’s Next Chapter: What to Expect
So, what’s coming? Will Demna’s signature irony and social commentary dominate Gucci’s next phase? Or are we about to see a completely new evolution of his vision?
Here’s what we know:
Cultural Commentary at the Core – Demna doesn’t just design clothes; he creates cultural moments. Expect collections that tap into today’s hyper-connected, chaotic world.
A Shift in Luxury Codes – Unique design proportions, irony, and internet-fueled aesthetics? Maybe. But Demna is a master of reinvention, and Gucci’s Italian DNA could push him in an unexpected direction.
A Viral Marketing Machine – From dystopian runway shows to the mud pit fashion week moment, Demna understands how to get people talking. Gucci fans, get ready to be excited.
The Bigger Picture
This isn’t just about Gucci—it’s a seismic shift for fashion. With Demna moving to Gucci, Balenciaga is now up for grabs. Who will step in? And what does this mean for Kering’s wider strategy in an increasingly competitive luxury landscape?
One thing’s certain: Demna at Gucci is the kind of shake-up the industry didn’t see coming—but desperately needed.
“I am truly excited to join the Gucci family. It is an honor to contribute to a House that I deeply respect and have long admired. I look forward to writing, together with Stefano and the whole team, a new chapter of Gucci’s amazing story.” – Demna
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The Balenciaga Fall 2025 Show Was a Collection of Demna’s Greatest Hits
