Demna Named Gucci's New Artistic Director

The Balenciaga veteran will succeed Sabato De Sarno and aims to revitalize Gucci's creative and financial trajectory.

Demna, formerly of Balenciaga, has been appointed as Gucci's new artistic director and will officially begin his role after his final couture show at Balenciaga on July 6, 2025.
Gucci's CEO Stefano Cantino and Kering's deputy CEO Francesca Bellettini emphasized Demna's ability to blend heritage with contemporary culture to redefine luxury for new generations.
The decision follows Gucci's struggles with declining revenue, including a 24% drop in the fourth quarter of 2024, and the departure of Sabato De Sarno earlier this year.
Demna's tenure at Balenciaga was marked by creative innovation, significant revenue growth, and controversy over poorly received campaigns in 2022, which he has since sought to move past.
Kering executives believe Demna's appointment will inject fresh energy into Gucci's brand identity, leveraging his reputation for bold, provocative design while adapting to Gucci's distinct legacy.