Gucci has appointed Demna Gvasalia as its new creative director, aiming to turn around the struggling luxury house’s fortunes. Gvasalia will begin his role in early July and takes over from Sabato De Sarno, who was part ways with Gucci after serving for only two years.
The move comes amid weak sales at Gucci, which accounts for about half of Kering’s revenue and two-thirds of profits. Last year, Kering reported a 12% drop in revenue to €17.2 billion ($18.6 billion), with Gucci generating €7.7 billion ($8.3 billion).
Kering praised Gvasalia’s tenure at Balenciaga, where he “redefined modern luxury” and has been creative director since 2015. Among his notable designs are the chunky Triple S sneakers and Speed trainer, which have been popular among fans.
However, Gvasalia has faced controversy during his time at Balenciaga, including a backlash over an advertising campaign that some viewed as endorsing child abuse and pornography. The brand later apologized and withdrew the campaigns.
Gvasalia is known for his provocative designs, including a $2,000 version of the classic Ikea bag. François-Henri Pinault, Kering’s chairman and CEO, said Gvasalia’s contribution to the group has been “tremendous” and praised his understanding of contemporary culture.
Demna Gvasalia will take over Gucci as its new creative director in early July, aiming to revitalize the brand.
Source: https://edition.cnn.com/2025/03/13/style/demna-gucci-creative-director-balenciaga-kering/index.html