Demna at Gucci – Time to Take Out the Trash. Demna Gvasalia, creative director of Balenciaga since 2015, appointed as new creative director of Gucci. He’ll take new position starting early July 2025. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE. Photo Courtesy: Demna / GettyImages / Balenciaga / Gucci.
Demna at Gucci: A Perfect Match
Gucci has done it again. After just one underwhelming year of Sabato De Sarno—who, bless his heart, actually tried to make Gucci look like an elegant, couture-worthy brand—the house has decided that what it truly needs is a good old-fashioned creative apocalypse. Enter Demna Gvasalia, the man who made Balenciaga synonymous with trash bags, nuclear sludge, and sneakers that look like they were fished out of a burning landfill.
Yes, the Kering family has spoken: why keep Gucci refined when you can turn it into an Instagram meme factory? Why celebrate craftsmanship when you can slap a $3,000 price tag on a tattered T-shirt that looks like it survived a war zone?
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. I look forward to writing together with Stefano and the whole team a new chapter of Gucci’s amazing story.
Demna
From Sabato to Demna: The Ultimate Fashion Whiplash
Sabato De Sarno, formerly of Valentino, had the audacity to believe that Gucci could be elegant. The poor soul dared to revive clean lines, sophisticated silhouettes, and actual haute couture sensibilities. But Gucci under Kering doesn’t do “tasteful.” It does viral moments. So naturally, they tossed him aside like last season’s irrelevant it-bag and handed the keys to Demna—the high priest of post-apocalyptic chic.
Because let’s be honest, Gucci has been suffering. The brand’s attempt at reinvention under De Sarno didn’t exactly set the world on fire, and sales were slipping. Clearly, what Gucci needed was someone who could bring the kind of press coverage that only an AI-generated scandal, or say, an ad campaign featuring toddlers and BDSM bears, could generate. And who better for the job than the man who made Balenciaga a household name for controversy?
I have always admired Demna’s creative approach, that is both unique and powerful. His ability to honor 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.
Stefano Contino
Gucci CEO
The Demna Effect: What to Expect?
Now that Demna has the reins, prepare for Gucci to dive headfirst into the absurd. Gone are the days of tasteful suiting and impeccable tailoring. Instead, let’s envision the dystopian playground that awaits:
- Gucci Trash Bags – Reinvented in Demna’s signature style, now with a ‘luxury’ price hike to $10,000.
- Dirt-Core Sneakers – Handmade in Italy, but aggressively pre-dirtied to capture that ‘worn by the working class’ aesthetic.
- The Ultimate Logo Overkill – We’re talking GUCCI plastered on everything, from socks to soup cans.
- Neo-Hobo Chic – Because looking like you’ve been through hell is still very much in vogue.
- AI-Generated Marketing Scandals – Demna doesn’t just design; he engineers headlines. Expect at least one campaign that gets pulled for “misinterpretation.”
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.
Franois-Henri Pinault
Chairman & CEO of Kering
Kering’s Grand Vision? Keep the Circus Going
François-Henri Pinault’s statement was dripping with corporate enthusiasm: “Demna’s creative power is exactly what Gucci needs.” Translation? Gucci needed someone to create chaos—expensive, headline-grabbing chaos.
And then there’s Gucci CEO Stefano Contino, who said Demna will lead Gucci towards “renewed fashion authority and enduring cultural relevance.” In other words: make Gucci go viral again. Who needs artistic integrity when you can have engagement metrics through the roof?
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. I look forward to the collaboration of Demna and Stefano as they lead Gucci into a new era of success.
Francesca Bellettini
Kering Deputy CEO in charge of Brand Development
Final Thoughts: Gucci’s Future Looks…
For those who loved Gucci’s classic-era, brace yourselves. We’re entering a new phase, one where luxury is deliberately ugly, discomfort is chic, and if it doesn’t spark outrage, it probably won’t make it onto the runway.
So congratulations, Demna. You’ve officially turned the world’s most iconic fashion houses into your personal experimental lab for anti-fashion trash bag. Can’t wait to see what monstrosities hit the Gucci runway next.
