Gucci Taps Demna as Its New Artistic Director

Gucci announced Demna is its new artistic director Thursday afternoon, following weeks of rumors, which burned particularly hot during Milan Fashion Week. The designer is taking the reins at the Italian fashion house following the departure of Sabato de Sarno, who helmed creative direction for just two years. 

“I am truly excited to join the Gucci family. It is an honor to contribute to a House that I deeply respect and have long admired," Demna said in a press release. "I look forward to writing together with Stefano and the whole team a new chapter of Gucci's amazing story."

Demna has led Balenciaga as creative director since 2015, redefining the house with his signature fusion of couture craftsmanship and streetwear sensibilities. Before taking the reins at the storied brand, the Georgian designer honed his skills at Maison Margiela before moving to Louis Vuitton as a senior designer under Marc Jacobs and later Nicolas Ghesquière. In 2014, he co-founded Vetements with his brother, Guram Gvasalia, propelling the label to cult status with its deconstructed tailoring and subversive approach to fashion. 

“Demna's contribution to the industry, to Balenciaga, and to the Group's success has been tremendous," said Kering Chairman & CEO François-Henri Pinault in a statement on the new artistic director. "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 director."

During his brief tenure at Gucci, de Sarno strongly pivoted from Alessandro Michele’s bold maximalism, in favor of the quiet luxury movement. His vision centered on understated sophistication, but the shift fell short of achieving the expected commercial success. Appointed in 2023, Sabato's exit arrived prior to the Gucci Fall/Winter 2025 show, which was presented by the in-house design team.

The revolving door of creative directors continues and shows no signs of slowing down. On Thursday as well, Dario Vitale was announced the creative director at Versace, taking over following Donatella Versace’s nearly three decade tenure. Jonathan Anderson opted for a presentation this season during Paris Fashion Week instead of a formal runway show, fueling rumors of a change in leadership. And Jil Sander just announced Simone Bellotti will succeed Lucie and Luke Meier as its creative director. Now that Demna has been appointed at Gucci, a new question looms: what is the future of Balenciaga?