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Demna Prepares Final Balenciaga Couture Show Before Taking Helm at Gucci

Pierpaolo Piccioli will replace Demna at Balenciaga following a share slump driven by investor skepticism about the Gucci appointment.

Demna was known for daring work and controversies during his decade-long stint at Balenciaga

Overview

  • Demna’s final Balenciaga couture collection will debut on Wednesday at Paris Haute Couture Week.
  • He will take the helm at Gucci the following day charged with reversing a 23 percent sales decline.
  • Pierpaolo Piccioli has been named Balenciaga’s next creative director and will unveil his first collection in October during Paris Women’s Fashion Week.
  • Investors drove Kering shares down about 12 percent on news of the reshuffle, reflecting doubts over whether Demna’s irreverent, streetwear-led approach fits Gucci’s traditional aesthetic.
  • Over ten years, Demna grew Balenciaga’s annual sales from an estimated $350 million to about $2 billion while sparking headlines with provocative designs.