In an unexpected Kering Group shake-up, Demna has been appointed as the new artistic director of Gucci.

The speculation is over. After months of anticipation, Gucci has finally announced its next creative director: Demna. The Georgian designer steps into the role following Sabato De Sarno&rsquo;s two-year tenure, with the Italian house having remained without a creative lead since September 2024.
Demna&rsquo;s arrival marks the end of an era at Balenciaga, where he spent nearly a decade redefining the codes of luxury. Since taking the helm in 2015, he has fused streetwear with subversive beauty, pop culture with political commentary&mdash;turning the Parisian maison into a global phenomenon. Now, his boundary-pushing vision finds a new canvas in Gucci.
Stefano Cantino, CEO of Gucci, said: &ldquo;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&rsquo;s strengthened foundations as a springboard, Demna will lead the House towards renewed fashion authority and enduring cultural relevance.&rdquo;

So, what can we expect from Gucci in the coming season? A daring, deconstructed take on the house&rsquo;s storied aesthetic&mdash;one that may nod to the eclectic flamboyance of Alessandro Michele&rsquo;s reign but through Demna&rsquo;s own lens of irony and provocation.
Demna says, &ldquo;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.&rdquo;
His first collection is expected to be the coming Spring/Summer 2026 show this September at Milan Fashio Week, following the recent Fall/Winter 2025 show last month &mdash; a collaborative effort by the brand&rsquo;s in-house design team. With Demna now at the helm, a bold new chapter begins.

Demna leaves Balenciaga to join Gucci

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