close
close

With a recording of the money earning and stirring the pot, Demna is “exactly what Gucci needs,” says Kering -CEO

Finally, Gucci has a new creative director: Demna, the mononym designer, who headed Balenciaga at Vetements before his influential and controversial 10-year-old run.

Gucci had recently a number of creative director changes in Kering. Demna takes over Sabato de Sarno, who left the brand in February 2025 in the middle of the decline of the largest brand in Kering. The recent Gucci autumn winter 2025 collection was instead designed by the internal design team without a specific creative director. De Sarno has headed the brand since 2023 when he took over the long -time creative director Alessandro Michele, who has been moving to Valentino ever since.

Demna's Run in Balenciaga was financially financially and increased the annual turnover of the brand over the course of its term of around 350 million US dollars to over 2 billion US dollars. But its share of controversy also occurred. A notorious series of dust-ups in 2022 made headlines. This included a campaign with BDSM and Teddy Bears, which turned into an unpleasant area, and a second campaign that accidentally included references to children's pornography. The mistakes that took place in a short result led to complaints and apologies from Demna and Kering leadership. Demna also prompted himself to withdraw from its more angular tendencies in order to concentrate more on clothing.

But a pot of pot may be exactly what Gucci needs. Under Michele, the brand flourished in one of the largest fashion brands in Italy to one of the largest fashion brands. But Gucci has stagnated in the years since Michele. The sales of the brand decreased by 23% last year. Proven financial success and its ability to create unforgettable, auditory-identifying shows and collections could be a blessing for a brand that requires a direction.

In an explanation that was shared with shiny and other publications, said the CEO of Kering, François-Henri Pinault,: “Contribution to the industry, to Balenciaga and the success of the group was enormous. His creative force is exactly what Gucci needs. “