Changes at major fashion houses continue. Recently, Donatella Versace announced that she was leaving and stepping down as creative director of the fashion house. Moments later, Sabato de Sarno announced that he was stepping down from his partnership with Gucci in mid-2025. The brand is changing its creative director. Gucci with Demna Gvasalia at the helm will change the face of Italian fashion? At the same time, it’s worth asking, will he pull the company out of financial trouble?
Demna Gvasalia at the helm of Gucci.
Has Gucci just entered a new and controversial era? The announcement of Demna Gvasalia as the brand’s new creative director has caused a storm of speculation. That’s why many fashion experts and journalists are wondering if his dystopian, streetwear aesthetic is a good fit for the fashion house, which for years has balanced between classic and extravagant? Additionally, one wonders why Kering decided to make such a radical change after two years of searching for timeless elegance? Will Gucci under Demna become even more avant-garde. Or, on the contrary, will it find a new definition of luxury? But one thing is certain – the fashion world is eagerly awaiting the first collections that will show the direction in which this legendary Italian fashion house is heading.
Who is the designer
Demna Gvasalia – a rebel, a visionary, a master of deconstruction. Will he be the one to write a new chapter in the history of Gucci? The Georgian-born designer has spent years building his position as a fashion revolutionary, successfully transforming Balenciaga into one of the most coveted and commented on fashion houses in the world. Will his experimental approach, dystopian inspirations and courage to break the boundaries of aesthetics find their way into the world of Italian luxury? His experience includes collaborations with Maison Margiela, Louis Vuitton and Vetements – a brand he himself created that changed the definition of streetwear. Now Demna Gvasalia is stepping up to head Gucci. Will he put the brand on a whole new, unpredictable track? Or will he find a balance between avant-garde and timeless elegance? One thing is certain – Demna is not afraid of risk. So Gucci under his leadership may become even more surprising, provocative and setting italian fashion trends for decades to come.
Gucci’s position and condition in the market
Gucci, a luxury icon and one of the pillars of the Kering empire, is currently struggling with challenges. These are clearly taking a toll on its financial performance. Thus, in the fourth quarter of 2024, the brand reported a 24 percent drop in revenue, which was even worse than the 23 percent forecast. For the full year, the brand’s sales shrank by more than 10 percent. At the same time, its share of Kering’s operating profits, while still dominant, is becoming increasingly threatened.
By comparison, in its glory years during Alessandro Michele’s tenure, Gucci generated nearly €10 billion in annual revenue. At the time, it was one of the fastest-growing luxury brands in the world. Will Gucci’s appointment of Demna Gvasalia prove to be a watershed moment. Perhaps it will restore the brand to its former glory? Or will his controversial and avant-garde aesthetic scare away traditional customers and expose the fashion house to further losses? At a time when competitors such as Louis Vuitton and Hermès are experiencing steady growth, Gucci must find a balance between exclusivity and innovation. Will Demna Gvasalia and Gucci manage to chart a new vision? One that will combine fashion provocation with commercial success?
Luxury News Editor
Joanna Baran
The company: Gucci
