Demna, who stopped using Surname Gvasalia in 2021, is undoubtedly one of the most original, innovative and influential designers of our time. Meanwhile, Gucci is Italy’s largest luxury fashion house by revenue. Despite a slump from the 2022 peak of 10.5 billion euros, revenues of 2024 were reported in 2024.
The challenge (and adventure) facing Demna in Gucci begins with determining how to integrate the code of the house and the spirit to shape the newly accented manifestation of his design language. Between the Vetements Foundation and his latest show at Balenciaga, Demna has always paid attention to the streets as much as Fashion’s celebrities and status rigmarroll. This democratic and socially practical impulse should bring him benefits in a house built on a small leather goods foundation, enjoying much wider scope than the house he is currently preparing for an exit.
Gucci’s chaotically human backstory may also prove the rich dramatic seams of the material. And while it is not told how much Demna will be conveyed to Gucci’s recently established and expanded Milan Studio, he appears to be bringing a fresh global outlook, as the second non-Italian to lead design in the brand since the era of Tom Ford’s transformational part of the story.
How did Demna come to Gucci?
Prior to today’s announcement, Francesca Bellettini, the assistant CEO of Kering’s brand development, held a briefing meeting with Cantino to share the story behind Demna’s appointment. Although the meeting was declared from the records, they retroactively agreed to the following for inclusion in this report.
Cantino revealed that Dem was first approaching a few months ago. Berettini added: “We went out for dinner. I said: ‘We really want to talk about this opportunity.’ And after thinking he’s very excited, he’s very excited: “Yes! I have it in my mind – let me put together the project for you. He worked on it, and when Stefano and I first received it, we both “accelerate!”
Although still officially engaged in Balenciaga, Demna has already traveled to Florence with Cantino and is beginning to immerse herself in Gucci’s perfectly kept archives. “I kept receiving incredible messages from both,” Berettini said during the trip. She added Gucci. “It’s a company that performs every time it illuminates the spark of creativity and artistic vision.”
