Demna, who prefers to be known simply by his first name, will take on the role in early July, according to a press release from Gucci’s parent company, Kering. This announcement follows the departure of Sabato De Sarno, who had only spent two years as Gucci’s creative lead. Kering’s shares took a hit in early trading on the news, suggesting investor concern over the appointment.
The move comes at a challenging time for Kering, whose flagship brand, Gucci, has been struggling. Gucci represents nearly half of Kering’s total sales and contributes significantly to its profits. In 2024, Kering’s revenue dropped by 12%, totaling €17.2 billion ($18.6 billion), with Gucci contributing €7.7 billion ($8.3 billion) to that sum.
Kering has highlighted Demna’s success at Balenciaga, where he has served as creative director since 2015. His work there is credited with redefining modern luxury, cementing his status as a leading figure in the fashion world. During his tenure, Demna introduced iconic products like the Triple S sneakers and Speed trainers, as well as popular bags such as the Rodeo and Le City.
However, Demna’s time at Balenciaga has not been free from controversy. The brand faced significant backlash in 2022 after a campaign was accused of promoting child abuse and pornography, resulting in public outrage and legal action. Balenciaga later acknowledged its mistakes and pulled the offending campaigns.
In addition to his more celebrated designs, Demna stirred debate with items like the $2,000 reimagined Ikea bag and distressed sneakers that sold for $1,850, making waves in the fashion world with their bold, provocative appeal.
