In a seismic shift for the luxury fashion industry, Kering Group announced today that Demna Gvasalia, the influential creative director of Balenciaga, will take the helm as Gucci’s new creative director starting July 2025. The Georgian designer, renowned for his avant-garde aesthetic and cultural clout, will succeed Sabato De Sarno, who has led Gucci since 2023 amid challenges to revive the brand’s financial performance.
Francesca Bellettini, Kering’s Deputy CEO, emphasized that Gvasalia’s appointment reflects his “profound understanding of contemporary culture” and “track record of visionary design.” In a press release, she hailed him as “one of the most influential and exceptional creatives of his generation,” expressing confidence that his leadership will “reignite Gucci’s creative energy.”
Gvasalia, who has steered Balenciaga’s creative direction since 2015, will conclude his tenure with a final runway show on July 6, 2025, before transitioning to Gucci later that month. His departure marks the end of a transformative decade at the Spanish heritage house (founded by Cristóbal Balenciaga), which he propelled to viral fame through bold designs and high-profile collaborations.
De Sarno’s exit follows a turbulent period for Gucci, with Kering grappling with declining sales despite his minimalist rebranding efforts. The Italian designer’s collections, though critically scrutinized, failed to reverse a sharp downturn in revenue, fueling speculation about leadership changes.
François-Henri Pinault, Kering’s CEO and Chairman, lauded Gvasalia’s “colossal contributions” to Balenciaga and the group. “His creative force is exactly what Gucci needs now. I look forward to him shaping a new chapter for the brand,” Pinault stated, acknowledging Demna’s decade-long impact.
In his statement, Gvasalia expressed enthusiasm for the role: “It’s an honor to join the Gucci family, a house I’ve long admired. I’m eager to collaborate with Stefano [likely referencing a key Gucci team member] and the talented team to write a new chapter in Gucci’s extraordinary legacy.”
The appointment signals Kering’s strategic bet on Gvasalia’s disruptive creativity to reinvigorate Gucci, its crown jewel, which accounts for over half of the group’s revenue. As luxury markets evolve, all eyes will be on Demna’s ability to merge Gucci’s storied heritage with his signature futurism—a challenge that could redefine the brand’s trajectory.
