A new era at Gucci ? Demna takes over as new Creative Director

Gucci is entering a new chapter. Kering has officially announced that Demna will take over as the brand’s Creative Director, marking one of the most significant shifts in luxury fashion.

After shaping Balenciaga with his provocative, street-infused aesthetic, Demna’s move to Gucci raises one key question: Will he redefine the house’s DNA or disrupt it entirely?

Gucci has experienced a fluctuating identity in recent years. Alessandro Michele’s maximalist vision transformed the brand into a pop-cultural phenomenon, while his successor, Sabato De Sarno, attempted a return to quiet luxury.

Now, with Demna at the helm, Gucci is expected to take a radically different approach - one that blends heritage with contemporary subversion ?

François-Henri Pinault, CEO of Kering, emphasized that Demna has a rare ability to push boundaries while respecting tradition. “He understands the cultural pulse of luxury today,” Pinault stated.

His appointment reflects Kering’s strategic move to revitalize Gucci, especially after a period of mixed commercial success.

What makes Demna’s Gucci different? His work at Balenciaga was deeply influenced by social commentary, irony, and an avant-garde vision of luxury.

If he applies the same approach to Gucci, we may see a sharp contrast to its previous romanticism—perhaps a more minimal, industrial, or politically charged aesthetic.

While the industry speculates, one thing is certain: Fashion’s most talked-about designer is about to redefine Gucci’s future. His first collection, expected to debut next season, will set the tone for the brand’s new era.