Balenciaga’s Demna is taking over the creative helm at Gucci. Although there were rumors about Demna’s potential move, many argued that Hedi Slimane was up for the job. Cover image: courtesy of Demna
BEST OF PARIS FASHION WEEK FALL/WINTER 2025
DEMNA NAMED NEW CREATIVE DIRECTOR AT GUCCI
“Hedi Slimane just bought a house in Milan. Will he head to Gucci?” A few months ago, the fashion industry was convinced Slimane would soon be at the creative helm of one of Italy’s most iconic fashion houses. The rumors started right before Sabato de Sarno exited the house. It’s the least to say that the creative director reshuffle has held the fashion industry in chokehold. But Demna’s move to Gucci? Equally expected as unexpected. Indeed, both Balenciaga and Gucci are Kering-owned. So, the transition would be an easy option. But wasn’t the thing that Demna celebrated his decade at Balenciaga with many more years to come? Anyway, Gucci recently lost touch with contemporary culture. And who else can fix this problem besides Demna, the king of culture, and create momentum? Even if you’re not a fan of his work, it’s hard to deny his relevance over the past decade.
Demna: “I am truly excited to join the Gucci family. Contributing to a House I deeply respect and have long admired is an honor. I look forward to writing a new chapter of Gucci’s amazing story with Stefano and the whole team.” It isn’t the first time Demna has played a creative role at the house. To celebrate Gucci’s centenary in 2021, then-creative director Alessandro Michele presented a collection infused with bold influences—a daring crossover with the unmistakable signature of Demna’s Balenciaga—the result: an Aria show where Balenciaga’s spirit seamlessly merged with Gucci’s heritage. That year, Vogue called it “a fashion power move.”
Comment sections on social media are buzzing with predictions on what the future collections will look like. Some argue Demna should start his own brand, “leaving the big brands alone,” while others can’t wait to see his debut at the Italian House. “Is he on a crusade to ruin historic fashion houses? Bold move by Gucci,” one user argued. “Gucci is going down. Another fashion house to be destroyed. All of us Gucci lovers hope that he will respect at least a minimum all the history and not do what he did with Balenciaga,” a fashion editor added. Others, like Bryanboy, are fans of Demna’s work. “There are very few designers who have a grasp of the zeitgeist and have the ability to provoke and push fashion forward. Demna is one of them. One needs to assess the landscape for the present and the years to come.”
François Pinault, chairman and CEO of Kering, is pleased with the appointment. “His creative power is exactly what Gucci needs,” he says. “I look forward to seeing him shape Gucci’s new artistic direction.” For now, it remains uncertain how Demna will change the House. That he won’t embroider on Sabato de Sarno’s work is a given due to his short tenure at Gucci and declining sales under his creative helm. Demna will start in July 2025, and the countdown has begun.
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