It's official: Demna is the newest Creative Director at Gucci. Just over a month since Sabato De Sarno exited the position, following a quick two-year tenure, the Italian House has entered a new chapter with Demna at the helm.
Demna's appointment marks a significant shift for Gucci, as he becomes the third Creative Director in the brand’s history not to hail from Italy. He follows in the footsteps of Americans Dawn Mello (1989–1995) and Tom Ford (1995–2004), both of whom left a profound mark on the House’s legacy.
Where else has Demna worked?
It should come as no surprise the Georgian-born designer has long been at the vanguard of contemporary fashion. As the Creative Director of Balenciaga since 2015, Demna has redefined modern luxury, fusing high fashion with the pulse of street culture and a distinct, provocative vision. His tenure at Balenciaga has been nothing short of revolutionary, shaping the brand into one of the most influential forces in the industry today.
Prior to Balenciaga, Demna co-founded Vetements, a brand that quickly became synonymous with subversive, deconstructed fashion, challenging traditional norms and reshaping industry trends. His work has continually pushed boundaries, blending irony, social commentary, and an avant-garde sensibility that has resonated globally.
With Gucci’s strengthened foundations as a jumping-off point, Demna is poised to usher the House into a bold new era. His understanding of contemporary culture, combined with an ability to honour heritage while redefining luxury, makes him the perfect catalyst as Gucci's next Creative Director.
On his appointment, Demna stated “I am truly excited to join the Gucci family. It is an honor to contribute to a House that I deeply respect and have long admired. I look forward to writing together with Stefano and the whole team a new chapter of Gucci's amazing story.”
What's next for Sabato De Sarno?
There's still no word on what's next for De Sarno, having exited Gucci in February. His last collection designed by him was for Spring Summer 25, unveiled at Milan Fashion Week just end of last year.
