In a bold move to bring back its former glory, luxury fashion brand Gucci has appointed famous designer Demna as its new artistic director. The announcement came from Gucci’s parent company, Kering, on Thursday, March 13, 2025. Demna, best known for his streetwear designs at Balenciaga, will officially take over in July 2025. The brand is aiming to recover from falling sales and regain its stronghold in the competitive luxury market.
Kering’s CEO, François-Henri Pinault, said Demna’s creative energy is just what Gucci needs right now. The company has been under pressure to revive Gucci, one of its most important labels. In the fourth quarter of 2024, Gucci’s revenue dropped 24%, signaling urgent need for fresh direction.
This appointment is seen as a big shift, especially since Demna will be Gucci’s first non-Italian artistic director since Tom Ford, the American designer who left in 2004. Demna is originally from Georgia and is known worldwide for reshaping fashion by mixing luxury with urban streetwear style.
Demna’s Style and Controversies: A Risk or a Revolution?
Demna, who prefers to go by his first name, gained fame for making luxury fashion more accessible and street-savvy. Since 2016, he has worked with Balenciaga, another brand under the Kering group, where he became known for his trendsetting designs that connected with a younger audience.
In 2022, he faced huge backlash over ad campaigns that many people found offensive. One campaign featured a child holding a teddy bear bag dressed in bondage gear, while another showed court documents related to child pornography as part of a photo set.
Despite the controversy, his talent and influence in fashion are widely recognized. Demna, now 43, started his career with a degree in International Economics in 2001 before moving to Germany and then Belgium to study fashion design. His academic and creative background makes him a unique figure in the industry.
Gucci’s Struggles and the Need for Change
Gucci was once the crown jewel of Kering’s fashion empire. Gucci has seen continuous sales drops, and its latest artistic director, Sabato De Sarno, was let go in February 2025 after less than two years in the position.
This leadership change comes at a time when the luxury fashion world is seeing major shifts. Just hours before Kering’s announcement, Donatella Versace also stepped down from her role at Versace, with Dario Vitale taking her place.
The pressure has been high on Kering to bring in a designer who can bring something new and bold to Gucci. While Demna’s creativity is unquestionable, not everyone is convinced he’s the right choice for a brand as large and historic as Gucci.
He previously called for a heavyweight designer to take control of Gucci, and he now says he’s “not really” impressed with Demna’s appointment. “Demna has a strong viewpoint… Great for a small brand a few years ago. But what about a big brand like Gucci today?” Solca said. He fears this could lead to another major shift in style, which may confuse loyal Gucci customers.
A New Chapter for Gucci Begins in July
Demna’s official start as artistic director is set for July 2025. Fashion watchers are now waiting to see what changes he will bring to Gucci. Will he push the brand deeper into edgy streetwear styles, or will he mix it with the traditional elegance that made Gucci famous?
For now, Demna’s appointment is creating buzz in the fashion world. It reflects Kering’s willingness to take creative risks in order to fix Gucci’s image and performance. With strong pressure from investors and fashion critics alike, all eyes will be on Demna as he takes charge of one of the world’s most iconic fashion houses.
