Georgian-born Demna Gvasalia is the new artistic director of Gucci after the shock departure of Sabato De Sarno.
The designer, who goes by the name of just Demna, joins from Kering-owned Balenciaga where he has been for a decade. “I am truly excited to join the Gucci family,” he said in a statement. “It is an honor to contribute to a house that I deeply respect and have long admired.”
He joins at a time of turbulence for Gucci. De Sarno left the fashion house exit only weeks before the presentation of the Fall-Winter 2025-26 collection during Milan Fashion Week last month, says Fast Company. He had been in the role for less than two years and was promoted from a role at Valentino.
The new artistic director has a steep slog ahead. As the Financial Times reports, Gucci’s sales declined 21% to €7.7bn between 2023 and 2024. The company’s operating income for the full year also fell but a staggering 51% to €1.6bn. The newspaper adds that Gucci accounts “for about half of group sales and two-thirds of profits at Kering” so it is an absolutely key brand for the company.
Gucci chief executive Stefano Cantino and Francesca Bellettini, deputy CEO of Kering, said that “Demna is one of the best creative designers to interpret the contemporary culture.” Bellettini added: “Gucci performs best whenever you light the sparkle of creativity and artistic vision.”
