Designer Demna steps down as Balenciaga's creative director; joins Gucci next

Demna has officially been named Gucci's new creative director, marking a big change for the esteemed Italian luxury house. He replaces Sabato De Sarno, who left in September after two years in charge.

With Demna set to leave Balenciaga and join Gucci in July, the fashion world eagerly anticipates how he will reshape the brand’s identity. This move suggests a bold leap into new territory.

The fashion designer said:

"I am truly excited to join the Gucci family. It is an honour to contribute to a house that I deeply respect and have long admired. I look forward to writing together with Stefano and the whole team a new chapter of Gucci's amazing story."

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Designer Demna Steps Down as Balenciaga's Creative Director

Demna's leadership at Balenciaga for almost ten years cemented his reputation as a bold innovator, pushing the label to new heights with designs and cultural relevance. His departure was signaled just days after presenting his final Balenciaga collection in Paris, where he toned down theatrical elements in favor of a more commercial approach. Now, all eyes are on his upcoming journey with Gucci.

Stefano Cantino, CEO of Gucci, shared:

"I have always admired Demna's creative approach, that is both unique and powerful."

He added:

"His ability to honour the iconic legacy of a brand while embracing a modern sensibility is extraordinary. With Gucci’s strengthened foundations as a springboard, Demna will lead the house towards renewed fashion authority and enduring cultural relevance."

De Sarno’s exit left Gucci’s creative direction in limbo, mainly since it came just weeks before the Fall-Winter 2025-26 collection was unveiled. His minimalist vision, meant to contrast with Alessandro Michele’s style, blew hot and cold.

Kering's decision to put the Georgian fashion designer in charge of Gucci feels like a new strategic direction.

The Chairman & CEO of Kering François-Henri Pinault stated:

“Demna's contribution to the industry, to Balenciaga, and to the Group's success has been tremendous. His creative power is exactly what Gucci needs. As I thank him for everything he has accomplished over the past 10 years, I look forward to seeing him shape Gucci’s new artistic direction.”

Demna's appointment hints at a return to bold experimentation, perhaps incorporating elements of Michele’s playful eclecticism while maintaining his approach. With the first collection set to hit Milan in September, there's a lot of excitement amongst those who follow this industry closely.

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Blending the fashion designer's cutting-edge ideas with Gucci's rich history is expected to shape a fresh chapter for this storied house where the future is as exciting and unpredictable as ever.