Taking the Reins

Demna is Gucci’s new artistic director, following Sabato De Sarno’s departure last month. Today’s announcement marks the Georgian designer’s exit from his decade-long run at Balenciaga, also owned by French luxury group Kering. Now, he is set to take control of Gucci, pushing it in a new direction.

Demna will present his final Balenciaga couture show on July 6 in Paris, before he swaps in his era of puffer ball-gowns, reptilian sneakers, celebrity campaigns, and extraterrestrial runways for a more refined and mature version of his aesthetic at Gucci. It has yet to be announced who will take his place at his former house, but the designer’s new appointment continues the creative director shuffle that is shaking up the fashion industry as luxury labels aim to breathe new life into their designs.

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The fashion designer’s provocative and avant-garde ethos is a welcome change for the Italian fashion house that is looking for another gear switch. De Sarno’s simply styled and tailored chapter was a stark departure from the ornate and maximalist aesthetic of his predecessor Alessandro Michele, who famously injected a sense of play into Gucci during his seven years as creative director and 20 years in total designing at the brand. Now, all eyes are on Demna.