Gucci Taps Balenciaga's Demna To Lead Its Revival

Earlier this month, a not-so-shocking announcement came from the House of Gucci. The brand would be parting ways with its Creative Director Sabato De Sarno. De Sarno spent just two years at Gucci, failing to find his footing and struggling to lead Gucci towards financial success.

The news followed a series of increasingly poor financial rumors, which were further quantified by parent company Kering’s most recent report, citing Gucci’s 2024 revenue as down 23%.

Immediately, the rumor mill started swirling. Who would step in to take his place, filling the shoes of De Sarno and his predecessor, Alessandro Michele? Today we have the answer to the question on everyone’s mind: Demna will lead Gucci’s revival.

What’s Next for the House of Gucci

In a joint statement from Gucci and Kering released earlier today, it was announced that Demna would be departing Balenciaga after a decade of boundary-breaking designs and thought-provoking collections to join the team at Gucci as Artistic Director.

Demna’s innovative, sometimes controversial approach to fashion has been widely recognized, and his distinct vision has cemented his place as an industry leader.

While Demna may not be the most obvious choice at first glance, his appointment makes a lot of sense. Balenciaga itself is Kering-owed, making for an easy transition. Additionally, Demna is not exactly a stranger to Gucci’s heritage codes and brand DNA. While at the helm of Balenciaga, he collaborated with Alessandro Michele on a collection melding Gucci and Balenciaga’s brand signatures.

François-Henri Pinault, Chairman & CEO of Kering spoke on the decision stating “His creative power is exactly what Gucci needs. As I thank him for everything he has accomplished over the past 10 years, I look forward to seeing him shape Gucci’s new artistic direction.”

Demna, who just showed Balenciaga’s now-very-poignant Fall 2025 collection, will begin his appointment at Gucci in July of this year.