In early 2025 the fashion world was shaken by a major announcement: Demna Gvasalia, one of the industry’s most provocative and influential designers, had been appointed as the new creative director of Gucci. The appointment of Demna as the House’s new Artistic Director, starting early July 2025, marks not just a new chapter for the brand but possibly a radical shift in how it defines luxury, style and relevance in today’s fast-changing fashion landscape.
Who is Demna Gvasalia?
Born in Georgia in 1981, Demna’s early life was marked by hardship. He and his family were forced to flee their home during the Abkhaz–Georgian conflict in the early ’90s. After living in several countries, they eventually settled in Germany. Demna studied international economics before enrolling at the prestigious Royal Academy of Fine Arts in Antwerp, where he honed his unique and daring design sensibility.
He rose to global fame as the co-founder of Vetements in 2014, where he reimagined everyday clothes through the lens of irony, oversized silhouettes and deconstruction. But it was his work at Balenciaga, starting in 2015, that truly cemented his reputation as a rule-breaker. Under his leadership, Balenciaga became one of fashion’s most talked-about brands, praised for its creativity, criticized for its provocations, but undeniably influential.
Why Gucci? Why Now?
Gucci, part of the French luxury conglomerate Kering, has been a dominant force in fashion for decades. However, after years of bold experimentation under Alessandro Michele, the brand experienced a period of decline. In 2024 Gucci’s annual revenue fell by 23%, landing at €7.7 billion. Retail store sales dropped by 21%, and wholesale revenue fell by 28%. These numbers indicated the brand’s need for reinvention.
By bringing in Demna, Gucci signals its desire to stay ahead of cultural shifts and industry trends. His appointment is not just about aesthetics, it’s about repositioning the brand for a new generation of consumers who value authenticity, storytelling and strong cultural identity in fashion.
What can we expect from Demna at Gucci?
Demna’s past work offers some clues. He’s known for turning the ordinary into luxury, drawing inspiration from everyday life, internet culture and politics. He blurs the line between art and commerce, often challenging the very idea of what luxury means. His designs are unapologetically bold, sometimes controversial, always conversation-starting.
One glimpse into what might come is his previous collaboration with Gucci in 2021 for the Hacker Project, a collection that mixed Gucci and Balenciaga codes in a playful, subversive way. That collaboration showed that Demna could work with Gucci’s legacy without compromising his own creative voice.
With him at the helm, we can expect a fusion of Gucci’s historic elegance and Demna’s street-influenced, conceptual aesthetic. Think classic silhouettes reinterpreted through a modern, experimental lens. We may also see more focus on tech, sustainability and digital culture, areas Demna has shown interest in through virtual fashion shows and collaborations.
A risky bet or a visionary move?
Not everyone is convinced. Some fashion insiders and investors have questioned whether Demna’s edgy style will align with Gucci’s broader customer base. His time at Balenciaga included both record-breaking sales and high-profile controversies, including a controversial ad campaign that caused public backlash in 2022. So the stakes are high.
But Kering has made it clear that they’re not playing it safe, they’re betting on bold ideas. As Demna himself once said, “I don’t want to create fashion that just sits in a museum. I want to create fashion that matters.”
The bigger picture
Demna’s arrival at Gucci is more than a headline, it’s a reflection of where fashion is heading. Luxury brands are no longer just about craftsmanship and tradition; they’re also about impact, identity and cultural relevance. By choosing Demna, Gucci is aiming to be part of that conversation in a major way.
Whether you’re a fan or a skeptic, one thing is clear: the world will be watching. Gucci under Demna promises to be anything but predictable – and in today’s fashion climate, that might be exactly what the brand needs.
