Transformed sneakers into fashionable Ikea bags for sale, then designed items for Gucci, notably "ruined" footwear.
In the realm of high-end Italian fashion, there's a significant shake-up brewing. Gucci has officially tapped Demna Gvasalia as their new creative director—a strategic move to revitalize the struggling luxury brand.
Demna, simply known by his first name as of 2021, is set to start his new role in early July, as confirmed by Gucci's parent company Kering to CNN via a press release.
Previously, Kering announced their decision to part ways with former designer Sabato De Sarno, who led Gucci as creative director for only two years. This move was a response to subpar sales at Kering, primarily due to Gucci's weak performance. In fact, Gucci accounts for approximately half of Kering's sales and two-thirds of its profits. For the entire year of 2024, Kering's revenue plummeted by 12% to €17.2 billion, with Gucci accounting for €7.7 billion.
Kering, which manages other luxury brands like Bottega Veneta, Saint Laurent, and Alexander McQueen, praises Demna's illustrious eight-year tenure at Balenciaga. During this time, he's been instrumental in redefining modern luxury and earning global acclaim, earning him a respected role in the fashion industry, according to a company statement.
Although internal financial results for Balenciaga aren't disclosed, it falls under Kering's "Other Houses" category, which contributed €3.2 billion in revenue in 2024. Among Demna's popular creations at Balenciaga are the Triple S sneakers, the Speed trainer with a sock-like fit, and the Rodeo bag featuring Kim Kardashian in the campaign, as well as the revival of the Le City bag from the 2000s.
Unfortunately, Demna's tenure at Balenciaga has been marred by controversy. In 2022, the brand found itself embroiled in a scandal when an advertising campaign was perceived as endorsing child abuse and pornography. Following intense online backlash and a $25 million lawsuit against the production company behind one of the campaigns, Balenciaga admitted to a series of grievous errors and promptly withdrew the campaigns.
Besides this controversy, Demna has made headlines for his unconventional, attention-grabbing designs, such as a $2,000 Ikea Blue Bag replica and "worn-out" sneakers that retail for $1,850.
François-Henri Pinault, Kering's chairman and CEO, expressed his admiration, stating that Demna's contribution over the past decade to both the group and brand has been "tremendous." Pinault believes that Demna's "deep understanding of contemporary culture and extensive experience in conceiving groundbreaking projects" make him the perfect candidate to guide Gucci to success.
Francesca Bellettini, Kering's deputy CEO in charge of brand development, echoed Pinault's sentiments, noting Demna's immense influence and success within the industry.
The announcement comes on the heels of news that Donatella Versace will be relinquishing her role as chief creative officer of Versace, a post she's held since 1997. Her replacement, Dario Vitale, previously worked as image and design director at Miu Miu. At the time of this writing, a new designer for Balenciaga has yet to be named.
Demna Gvasalia, the acclaimed designer known for his tenure at Balenciaga, has been confirmed as the new creative director of Gucci, aiming to revitalize the luxury brand. Kering, Gucci's parent company, praised Demna's eight-year tenure at Balenciaga, during which he redefined modern luxury and received global acclaim. His designs, such as the controversial but popular Triple S sneakers and the Rodeo bag, have earned him a respected role in the fashion industry.
