March 13, 2025 |
The latest in fashion’s game of musical chairs, Gucci has named Demna as its new artistic director.
The former creative director of Balenciaga where he led its design teams from 2015 until today, Demna’s appointment follows Sabato De Sarno’s departure last month after two years at the helm.
Demna comments, “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 [Cantino] and the whole team a new chapter of Gucci’s amazing story.”
Francesca Bellettini, Kering’s deputy CEO said, “Demna’s profound understanding of contemporary culture, coupled with his extensive experience in conceiving visionary projects, has established him as one of the most influential and accomplished creatives of his generation. His appointment as artistic director is the perfect catalyst to reignite Gucci’s creative energy.”
Seeing his start at Antwerp’s Royal Academy of Fine Arts, the 43-year-old Georgian-born found his footing rising through the ranks at Maison Martin Margiela and Louis Vuitton. In 2014 he made his name at Vetements, the disruptive, youth-oriented streetwear brand he founded alongside his brother Guram Gvasalia in 2014. What started as a ‘design collective’ formed between a group of seven friends, Vetements fast found traction on a global scale. After just three seasons, the label was nominated for the LVMH Prize.
Appointed creative director of Balenciaga in 2015, Demna retained his role as head designer at Vetements.
In December 2016, Demna was named International Ready-To-Wear Designer of the Year at The Fashion Awards. The following June, he received the CFDA’s International Award for his work at both Vetements and Balenciaga, then in December 2018 he was named Accessories Designer of the Year at the Fashion Awards.
Demna stepped down from the helm of Vetements in September 2019 to focus his time on Balenciaga’s design oeuvre. During his tenure, he redefined Balenciaga’s aesthetic with his signature blend of irony, subversion and cultural commentary, pushing the boundaries of luxury fashion through experimental silhouettes, oversized tailoring and dark designs.
Most notably, Demna revived Balenciaga’s couture arm which was closed by founder Cristóbal Balenciaga in 1968. Later, in November of that same year, the designer was named International Women’s Designer of the Year at the CFDA Fashion Awards and a Leader of Change in Creativity by the British Fashion Council.
In what could perhaps now be seen as a full circle moment, Demna’s Baleciaga also collaborated with Gucci back in 2021 for his resort 2022 collection, called Aria, in what the brands dubbed a “hacking” of Gucci.
Earlier this year, Demna was named a Chevalier of the Ordre des Arts et des Lettres which recognises his impact on fashion and culture.
Having earned global recognition for his viral designs, the designer will unveil his final couture show at Balenciaga on 6 July before decamping to Gucci. There he will work in partnership with CEO Stefano Cantino, overseeing womenswear, menswear and accessories.
Demna will begin his tenure at Gucci in July. His successor at Balenciaga is yet to be announced. Congrats Demna!
Photography courtesy of Gucci.
