Will Demna Transform Gucci? A New Era Begins
- Grace Glowacki
- Mar 21
- 2 min read
In shocking fashion news, Georgian designer Demna Gvasalia is leaving his role at Balenciaga to become the new Creative Director of Gucci.
Demna was with Balenciaga from 2015 to 2025 before making the switch to the another Kering-managed brand on March 13th. When he first took creative lead of the brand in 2015, Balenciaga was viewed as a more traditional luxury fashion house. However, under Demna's leadership, the brand underwent a dramatic transformation. Demna's designs fused streetwear aesthetics with high fashion, and challenged established norms, turning heads in the direction of Balenciaga. He was not afraid to take risks—such as the controversial $1,800 “trash pouch” from the Fall 2022 collection in Paris—disrupting industry norms and drawing a younger, more diverse crowd to the brand.
Meanwhile, Gucci has been facing some challenges in recent years. After a period of success under Alessandro Michele’s creative direction, followed by Sabato De Sarno's brief tenure, the brand struggled, including a 23% drop in sales in 2024. Clearly, a shift was needed.
Demna’s appointment at Gucci signals the brand’s desire for change and fresh eyes. With his leadership, Gucci is likely to embrace a less traditional approach to fashion as in the past, he pushed Balenciaga to adopt more experimental and disruptive aesthetics while maintaining the brand’s high-fashion roots. Genma’s approach could help revitalize Gucci’s image and build a new youthful, diverse culture around the brand.
Despite some uncertainty, there is undoubtedly excitement about how Demna’s arrival at Gucci could reshape the luxury fashion landscape. His unconventional touch in design and marketing may stir up some creative changes for other brands. If he successfully redefines Gucci for the next generation while honoring its heritage, his direction could mark a huge turning point for both the brand and the evolution of luxury fashion at large.
As Demna prepares to present his final collection for Balenciaga in July 2025, we all await his impact at Gucci. His unique vision puts him in a position to revive Gucci and help overcome the recent challenges the brand has faced, ushering the fashion house into a new era.
Editor: May Myanmar Myo Thant
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