Where is Gucci Headed Under New Artistic Director Denma
You never know what to expect when a major brand experiences a changing of the guard. Will the new creative director remain true to the brand or will they spin it into an entirely new direction? Italian luxury brand Gucci is about to find out, having recently appointed Georgian designer Demna as the new artistic director.
Demna has been Balenciaga’s artistic director since 2015, elevating the brand into a streetwear staple. He takes the creative reigns for Gucci in July 2025, and we are expecting him to shake up the classic brand.
Gucci: A Brief History
Gucci was founded in Florence, Italy in 1921 as a small luggage boutique. From its beginnings, the brand has transformed into one of the world’s most visible brands. The company is known for craftsmanship, classic and timeless design, and distinctive branding. What started as a nod to equestrian style has evolved into a brand known for tapping into pop culture.
Through the years, Gucci has transitioned with its creative and artistic directors. Tom Ford, who served as creative director from 1995-2004, was known for sleek, sharp lines and expert tailoring. Frida Giannini, who took over in 2006, was known for her visionary approach to accessories, as well as a commitment to philanthropy.
Demna takes over for Sabato De Sarno, who is leaving the brand due to aesthetic conflicts between the brand’s reputation and his design style.
Who Is Demna?
Demna is a designer from Georgia who is known for making headlines for his daring approach to fashion. Remember when Kim Kardashian wore an all-black spandex catsuit to the Met Gala? That was Demna. His fashion career started in Belgium in 2003 at the Royal Academy of Fine Arts.
Throughout his career, he worked for Maison Margiela and Louis Vuitton before landing at Balenciaga. He also co-founded the brand Vetements, a streetwear brand for and inspired by everyday people.
At Balenciaga, Demna shook up the brand, transforming it into a streetwear icon known for oversized silhouettes, deconstruction, and statement style. He also reunited the brand with haute couture after a 53-year hiatus.
What To Expect From Demna at Gucci
Over the years, we have learned that Gucci is not afraid to let artistic directors experiment. During the Alessandro Michele era from 2015 – 2023, the brand shifted from its sexy and provocative roots to a more maximalist and gender-fluid style. The brand’s fall 2022 show featured an array of oversized suits created for men and women alike.
The Giannini years brought experimentation with materials. She brought athleisure into high fashion as early as 2010 with the S/S RTW collection. At the time, few designers were experimenting with sports-inspired textiles, but Giannini expertly used them to create sporty and chic clothing.
The reaction to Demna’s appointment at Gucci has been mixed. Kering’s shares dropped by 11% following the announcement. But Demna’s new job has the potential to revitalize Gucci and drum up interest in the brand, which seems to have lost its edge. He is the first non-Italian designer to have the job since Tom Ford and has the potential to push the brand into a new direction.
Power Collaborations
Demna launched multiple collaborations while serving at the helm of Balenciaga, including one with Gucci in 2021. Gucci is vulnerable to knock-offs because the brand is so recognizable. If there is one thing Demna does well, it’s a gimmick. His collaboration with Crocs is so strange and off-brand that it brought a lot of attention to Balenciaga. Nobody goes to a runway show in Paris expecting to see Crocs, but Demna did it. He could lean into dupe culture and make some excellent streetwear for Gucci.
A Shift Toward Minimalism
Under Demna’s reign, Balenciaga has become known for edgy minimalism. The brand offers multiple styles with deconstructed features, asymmetrical cuts, and oversized silhouettes. On the other hand, recent Gucci creative director Alessandro Michele was known for a baroque, romantic aesthetic.
Current artistic director De Sarno has shifted from this style, which could make it easier for Demna to make the brand his own. He has the potential to elevate the brand from its vintage roots to a more modern aesthetic.
Streetwear Influence
Gucci’s most recent ready-to-wear collections are more at home in the country club than on the street, which isn’t always appealing to a younger demographic. With Balenciaga and Vetements, Demna has had success with this demographic.
He has played on fashion trends such as logomania and sneaker culture to create coveted pieces that fly off the shelves. Gucci was likely impacted by the recent rise of “quiet luxury” because the brand is so well known for its iconic logo. However, the market seems to be shifting away from this trend with people embracing statement pieces and individuality again. Demna may be just the right person to capture this moment and reintroduce Gucci to the masses.
A Focus on Emerging Trends
Demna has a finger on the pulse of fashion and isn’t afraid to tap into what’s new. It’s possible that under his leadership, Gucci could find a new home in the digital fashion space. Gucci already uses augmented reality to let people try products on virtually. The brand has also dipped its toe into the digital fashion pool by collaborating with Christie’s on a collection of NFTs in 2023. Demna may be inspired to further explore the potential of AI, the Metaverse, NFTs, and other digital spaces.
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