NEssuno expected it. Or maybe yes. Although the rumors gave Hedi Slimane as a favorite to take the place left vacant from Saturday de Sarno Just a month ago at the helm of GucciAnd Demn (Gvasalia) The new creative director of the other Kering Maison. The official announcement in conjunction with the closure of the stock exchange on the evening of March 13.
The artistic director just appointed It will be operational from Gucci with the beginning of July 2025reads the press note.
Demna, from Balenciaga to Gucci
«I am enthusiastic and excited to join the Gucci family. It is an honor for me to undertake this new brand project that I have been respecting deeply and admire for a long time. I can’t wait to write Together with the whole team A new chapter of Gucci’s extraordinary story »declares the designer, which certainly does not need presentations.
Demna, who he is and why he made the history of fashion
Artistic director of Balenciaga since 2015Over the years Demna has contributed to redefining the concept of luxury. A subversive designer, with a unique past and experience. Of mixed origins, Georgian and Russian, among a thousand vicissitudes he runs away with his family in Germany and ends up in a refugee camp. Experiences that profoundly mark him, well before starting to work in fashion, where he has always transported all his background: primarily as the leader of the Vetements collective, founded with his brother Guram in 2014.
He just re -launches the streetwear, redefines the concept of elegance stripping it of every banality, until it conquered the new generations with unique inventions. From the year of his arrival to the creative guide in 2015 to today some must-have products inevitably write the history of Balenciaga, such as the Ugly sneakers from the Para Abnorma Triple s and the envelopes of Ikea shopping.
His first parade is that for the autumn-winter 2016/2017 collection in Paris. Although it is the autumn-winter show 2022/2023 that goes down in history, bringing on stage all the suffering of its humble origins, in addition to that of the Ukrainian people at the time just attacked by Russia.
Do you find the gimmick at this point, will we inevitably remember forever? The legendary Gucci X Balenciagawhich debuted in 2021 at the parade Air by Alessandro Michele. To celebrate the 100th anniversary of the Florentine brand, the then creative director of the brand called Demna, driving Balenciaga, to collaborate to some pieces that brought the two protagonist logos. The beginning, florid, of the fashion of the co-lab: the line immediately went sold out.
A detail of the Gucci “Aria” collection (Photo: Ernesto S. Ruscio/Getty Images for Gucci).
Another strength of the designer, the ability to switch from casualwear to haute couturewithout losing style and identity. Will he also launch it from Gucci, as he did from Balenciaga, 53 years old from the last high fashion show in Cristóbal Atelier in 2021?
Demna Creative Director of Gucci: what to expect?
«Demna’s contribution to the sector, at the Balenciaga brand and the group was exceptional. His creative force is what the Gucci brand needs now. In thanking Demna for what is made in the last 10 years, I am impatient to see his vision of the Gucci brand made »he declares François-Henri Pinault. And we can only agree with the president and CEO of Kering.
Will he be able to guide the double g maison towards a renewed identity, and above all to give him back economic relevance, as well as cultural? Judging by his past in Balenciaga, it could really be the right person for the arduous task …
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