The fashion industry is once again experiencing a seismic shift. In a surprise move, Demna has stepped down as the creative director of Balenciaga after nearly a decade, only to reappear at Gucci as its new Artistic Director. The announcement marks yet another unexpected shakeup within Kering’s fashion empire, further fueling the ongoing game of designer musical chairs.

“Demna’s profound understanding of contemporary culture,

coupled with his extensive experience in conceiving visionary projects, has established him as one of the most influential and accomplished creatives of his generation,” said Francesca Bellettini, Kering’s Deputy CEO in charge of Brand Development, in a statement. “His appointment as Artistic Director is the perfect catalyst to reignite Gucci’s creative energy. I look forward to the collaboration of Demna and Stefano as they lead Gucci into a new era of success.”

Gucci’s Fall/Winter 2025 collection will be designed once again by the in-house studio team, a continuation of the approach taken after the abrupt departures of previous creative directors Alessandro Michele and Sabato de Sarno. Meanwhile, Demna’s final Balenciaga collection, recently unveiled at Paris Fashion Week, leaned heavily into corp-gore aesthetics, signaling the end of an era for the brand.

This is not Demna’s first encounter with Gucci

Fans will remember The Hacker Project—a 2021 collaboration between Balenciaga and Gucci that played with logomania and brand identity in a way only Demna could orchestrate. That project now feels like an early foreshadowing of what’s to come at Gucci under his leadership.

Interestingly

prior to the announcement, Demna was not widely speculated as the frontrunner for de Sarno’s vacant role. The news broke early this afternoon, just hours after Donatella Versace’s own surprise departure from her namesake brand. The industry is now left waiting for Balenciaga’s next move, as no official statements have been made regarding Demna’s successor.

With Demna at the helm, Gucci is poised to enter a bold new chapter—one that will undoubtedly challenge conventions, blur lines, and redefine luxury fashion once again. Stay tuned to The Population Appeard for more updates on this evolving story.