In an unexpected turn for the fashion industry, Demna has been appointed as the new creative director of Gucci. The designer will leave his position at Balenciaga in July, following the Haute Couture collection, concluding a 10-year tenure during which the brand quadrupled its earnings in his first five years of leadership.
"I am very excited to join the Gucci family. It's an honor to contribute to a house that I deeply respect and have long admired. I look forward to writing a new chapter in Gucci's incredible history with Stefano and the entire team", Demna stated in a post on the brand's profile.
François-Henri Pinault, Chairman & CEO of Kering, remarked: "Demna's contribution to the industry, to Balenciaga, and to the Group has been exceptional. His creative force is what the Gucci brand needs now. While thanking Demna for what he has achieved over the past 10 years, I'm eager to see his vision for the Gucci brand realized."
Gucci has been facing difficulties for several years, and Demna's input could mark a decisive turning point, both in terms of aesthetics and sales. The designer will remain within the Kering holding company, which is retaining one of the most influential designers in contemporary fashion—the same designer who has repeatedly disrupted conventional approaches to design (he was the first to introduce jeans in Haute Couture collections in 2021) and created spectacular shows (including presentations in mud, snow, and the memorable Simpson's collaboration).
The date for the presentation of his first Gucci collection has not yet been revealed, though industry insiders anticipate a September debut.
Stefano Cantino, CEO of Gucci, stated: "I have always respected Demna's creative vision, which is both bold and unparalleled. His profound respect for brand heritage and tradition merges with an extraordinary contemporary sensibility. Building on Gucci's fundamental values, Demna will guide the House toward a renewed identity along with fresh cultural relevance."
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.