Demna Gvasalia is the new creative director of Gucci
Gucci has announced the appointment of its new creative director, who succeeds Sabato De Sarno, who remained at the helm of the Italian fashion house between 2023 and 2025. After a decade at Balenciaga, the Georgian designer takes over the creative direction of the house founded by Guccio Gucci in Florence in 1921.
“I am thrilled and excited to be joining the Gucci family,” these are the first words of Gucci ’s new creative director , Demna Gvasalia . “It is an honour for me to embark on this new project for a brand that I have deeply respected and admired for a long time. I look forward to writing a new chapter in Gucci’s extraordinary story together with Stefano and the entire team.” Demna Gvasalia is one of the most influential designers in contemporary fashion, whose work has had a revolutionary impact on both luxury and streetwear . And his experimental creative vision is the reason for his appointment as director of Gucci, a fashion house with which he had already collaborated in 2021 for the Hacker collection , on the occasion of the 100th anniversary of the first Italian luxury brand - when the then creative director of Gucci was Alessandro Michele . Demna succeeds Sabato De Sarno , who left Gucci in early February after a roughly two-year collaboration from 2023 to 2025, with a commitment to bring a breath of fresh air and lead the Florentine fashion house out of a period of stagnation .
Born in Georgia in 1981, Gvasalia initially studied architecture, before turning to fashion, forming his aesthetic vision at the Royal Academy of Fine Arts in Antwerp. His career began in 2006 with Walter van Beirendonck, and, after a stint at Maison Martin Margiela in 2009 and then Louis Vuitton in 2013 – as senior designer of women's ready-to-wear collections, first under Marc Jacobs and then under Nicolas Ghesquière – he landed at Balenciaga , where he took over as creative director in 2015 , leading the brand into a new era of experimentation and success. However, it was with the Vetements brand, launched in 2014 with his brother Guram Gvasalia (and left in 2019), that Demna truly challenged fashion conventions. Vetements has taken the fashion world by storm with its approach to street culture , fusing luxury with urban aesthetics and a sense of rebellion against traditional separations between high and low fashion.
In 2015, Gvasalia was chosen as creative director of Balenciaga , one of the most iconic brands in fashion history, founded by Cristóbal Balenciaga in 1937. Under his direction, Balenciaga embraced a bold mix of haute couture and streetwear , which redefined the perception of luxury in the second decade of the 21st century. His collections, characterized by oversized shoes such as the famous Triple Sole model , deconstructed jackets and unconventional cuts, challenged the rules of traditional tailoring and created a new aesthetic of urban luxury .
Demna Gvasalia is known for his provocative approach and for using fashion as a tool to explore social and political issues. With Vetements and Balenciaga , he has created a dialogue between the worlds of luxury and popular culture, combining glamour with a reflection on social inequalities. His work has broken down the barriers between high fashion and street style , creating fashion that is not only visually powerful, but also carries a profound cultural message.
Demna 's announcement came after European stock markets closed. As the new Artistic Director of Gucci, owned by Kering since 1999, he was greeted with enthusiasm by the top management of the French group and the brand. François-Henri Pinault , Chairman & CEO of Kering, said: "Demna's contribution to the industry, to the Balenciaga brand and to the Group has been exceptional. His creative strength is what the Gucci brand needs now. In thanking Demna for what he has achieved over the past 10 years, I look forward to seeing his vision for the Gucci brand come to fruition." Francesca Bellettini , Deputy CEO of Kering and in charge of Maison Development, added: "Demna's deep understanding of contemporary culture, combined with his ability to conceive visionary projects, has made him one of the most influential and accomplished creatives of his generation. His appointment as Artistic Director is the perfect catalyst to reignite the creative energy of the brand. I am confident in the strong partnership between Demna and Stefano, who will write a new chapter of success for Gucci together.” Stefano Cantino, CEO of Gucci , also expressed his appreciation: “I have always looked with respect to Demna’s creative vision, which is both courageous and unparalleled. His great respect for the iconicity and heritage of the brands merges with an extraordinary contemporary sensibility. Building on Gucci’s core values, Demna will lead the House towards a renewed identity together with a new cultural relevance.”
