Georgia-born designer Demna Gvasalia has been appointed Gucci’s creative director, aiming to revitalize the brand after recent struggles. Known professionally as Demna, his success at Balenciaga marked him as Kering’s top choice.
Kering Bets on Demna to Reignite Gucci’s Creative Spark
Gucci’s sales fell 21% to €7.7bn in 2024, prompting this bold move. With a reputation for blending couture and streetwear, Demna’s tenure at Balenciaga yielded iconic designs but also faced controversies.
Kering believes his creative vision will reinvigorate Gucci’s lineup, which includes bestsellers like the Jackie bag and horsebit loafers. Industry experts predict it may take years to see the full impact of his leadership.
Some were shocked that a person who was engulfed in controversy back in 2022 when Balenciaga had a peculiar campaign involving children is now the new creative director for a historic brand. It is unclear if this is the right move for a declining brand like Gucci.
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