It was the news the fashion world eagerly awaited, but not what everyone expected. Demna Gvasalia has been appointed as the new creative director of Gucci. The designer succeeds Sabato De Sarno, who left the helm of the Kering-owned maison last month after just two years. Demna departs from Balenciaga, where he had been since 2015. The designer brings with him experience, a solid customer base that appreciates his aesthetic, and the ability to divide opinions among clients and social media users alike. Gucci had to make a drastic choice: an emerging designer with less experience or a strong name capable of attracting attention and, hopefully, revenues. They chose the latter. Demna arrives at a challenging time for Gucci: revenues dropped by 12% in 2024. This decision marks the departure of the last veteran, with Gucci going all-in. In conclusion, it’s now clear: in fashion, you can’t please everyone. The choice of such a divisive designer proves it.
Who is Demna?
Demna has a unique background. Born in Georgia in 1981, he had to flee the country at age 10 after the outbreak of the civil war. After settling in Tbilisi, he studied International Economics. However, Gvasalia soon decided to abandon everything to pursue his dream of fashion. He moved to Antwerp to study at the Royal Academy of Fine Arts. In 2009, he was hired by Maison Margiela, and after three years, he became the director of the women’s line. Subsequently, he joined Louis Vuitton, where he was appointed senior designer of the women’s prêt-à-porter collections, initially under Marc Jacobs and later with Nicolas Ghesquière. Two years later, in 2014, Demna Gvasalia founded Vêtements with his brother Gouran and stylist Lotta Volkova.
From Balenciaga
However his success truly came with Balenciaga. In 2015, Demna was named creative director of Balenciaga. Over the ten years at the helm of the Spanish brand, he revolutionized its aesthetic while staying true to the house’s codes. Neverthless, his dystopian and brutalist influences make his work one of the few genuinely recognizable signatures in the fashion world. “The contribution of Demna to the sector, to the Balenciaga brand, and to the group has been exceptional. His creative strength is what the Gucci brand needs now,” emphasized François-Henri Pinault, CEO of Kering. The appointment will take effect from July 2025. Now, Gucci. It’s an all-or-nothing gamble.
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